Google Guide: Proving Marketing Impact
One of the most serious challenges in marketing is identifying the true impact of a given marketing spend change. In this guide, we show you how controlled marketing experiments can help improve campaign success.
The ripple effect is that marketers must function as scientists, conducting experiments when it comes to allocating budgets—whether by adapting the media mix, trying out different forms of creative, or exploring new marketing channels altogether. By measuring the full value of digital media investments through controlled marketing experiments, we can prove what is effective and what is not.
In this guide, we’ll help you understand the ideal scenarios for using controlled marketing experiments, why you should use them, and how. The best marketing experimentation follows a clear design process, is easy to interpret, and leads to continued learning and refinement. Read more here