Anvar Huseynov – Incrementality measurement in advertising

Совсем скоро Матемаркетинг - 23, 9-10 ноября
Подробности: https://matemarketing.ru/

Anvar Huseynov, product manager at Roblox, ex-Facebook, talks about the use of incrementality testing to accurately measure ad performance. From this video you will learn how to design and execute unbiased experiments using PSA (Public Service Announcements), ITT (Intent-to-Treat) and Ghost Ads. Anvar also shares his perspectives on industry development in light of the recent changes in privacy policies of Apple and Google and people's attitudes towards tracking.

00:00 Measuring incrementality in advertising
05:14 What is needed to accurately measure incrementality in advertising
08:57 How to get reliable results when measuring advertising growth
13:40 The problem with measuring incrementality in advertising
18:26 Ghost shows and ghost beats
23:49 Recommendations from the speaker
29:45 Step-by-step testing and research to improve efficiency. Case studies
36:13 Conclusion