Advertising experiments, done right, made easy. Consulting and software to help brands measure true incremental ROI more accurately via quality ad experiments.
Brooklyn, NY
Joined July 2018
- Tweets58
- Following13
- Followers62
- Likes36
Central Control, Inc. retweeted
The only real ROAS is experiment-based, incremental ROAS.
Accept no quasi-experimental imitations.
Central Control, Inc. retweeted
Thanks to @MarcJGoldberg for including me in his Trust Web Interview Series! I wax on about advertising experiments (natch), the @ResearchWonks, and visions of the days when we're back to airports and concert halls!
trustwebtimes.com/trust-web-…
Central Control, Inc. retweeted
Announcing "Measured Response" our new #podcast on #advertising, #marketing & #media #measurement, #research, #analytics & #datascience
Ep 1: @rickbruner @SKTornquist w @aripap @BeeswaxIO re "dead pool", NYC startups & more + @MarcJGoldberg @method_mi
youtube.com/watch?v=UJBXkQKs…
Central Control, Inc. retweeted
Happy to be an expert source in @eMarketer's new report "Ad Measurement and Revenue Attribution 2021." I wish it went deeper on experiments (of course), but these two charts show just what a burning priority accurate measurement is for advertisers.
emarketer.com/content/ad-mea…
Central Control, Inc. retweeted
Good New Year's resolution from @ThinkwithGoogle
One question: why no "ghost ads" for paid search?
Also, @avinash, I recommend you have a look at @the_ARF's "RCT-21" study. I'll shoot you the methodology doc, if you're interested.
thearf.org/submit/arf-rct21/
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Central Control, Inc. retweeted
"Of primary concern to advertisers is the potential cannibalization of free organic clicks by paid search clicks... Cost per click does not provide a
complete picture... A more useful metric is the cost per incremental click."
Google researchers, 2011
static.googleusercontent.com…
Central Control, Inc. retweeted
Facebook Private Computation Framework for RCT: so intuitive!
"Cryptographic methods help two parties, Alice & Bob, compute a function on each of their secret inputs and receive outputs...a garbled circuit-based 2pc program."
github.com/facebookresearch/…
And nice privacy example.
Central Control, Inc. retweeted
From "Great lessons in 'Correlation is not Causation'," I came across this one over the weekend. No, Lefties do not die younger than Righties, at least not as described by this classic case study in bad research.
snopes.com/fact-check/left-h…
Central Control, Inc. retweeted
My expanded comments on the @Freakonomics two-part episode, "Does Advertising Really Work?"
Reminds me of: "How many psychologists does it take to screw in a lightbulb?" A: "One. But it will take a long time, and the lightbulb must want to change."
linkedin.com/pulse/does-adve…
Central Control, Inc. retweeted
I liked the reference to the "Principal-agent Problem," underscoring that everyone in the industry other than the brand (the CFO really) has a vested interest in supporting the flawed ROI measurement of the status quo.
en.wikipedia.org/wiki/Princi…
Central Control, Inc. retweeted
I just finished listening to the recent two-part @Freakonomics podcast, "Does Advertising Actually Work?" In answer to that provocative question, let me say I would have given my left nut to run an ad for @_CentralControl on those episodes.
freakonomics.com/podcast/adv…
Central Control, Inc. retweeted
"While business experimentation is — rightfully — framed as a gold standard by scholars and leading practitioners, [...] Only 12.6% of the 6,777 companies we looked at had conducted a recent RCT"
hbr.org/2020/10/marketers-un… by @julian_runge
Central Control, Inc. retweeted
It almost argues for validation of self-reported lift by the big media companies, using some independent experiment mechanism...
thearf.org/submit/arf-rct21/
Oof! Good reminder that experimentation platforms need constant experimental validation and need to be as robust as possible to code changes elsewhere in the org.
Big picture though: experimentation platforms are super important! adexchanger.com/platforms/fa… @AdExchanger @OSchiffey
Central Control, Inc. retweeted
@BillHarveyMedia and @RickBruner explain how companies are changing marketing models to stay afloat amid waves of #Covid, how @CocaCola became first to shore, the medical mindset marketers may need to adopt and provide insight on @The_ARF’s RCT21 Program.
mediavillage.com/article/Coc…
Central Control, Inc. retweeted
From the new @the_ARF member newsletter:
"And our new RCT-21 partnership initiative to advance Cross-Platform ROI analysis through application of Randomized Control Trial measurement is game changing."
@_CentralControl @billharveymedia @605Data
thearf.org/submit/arf-rct21/
Central Control, Inc. retweeted
Are you a Wonk?
If you work in media/market research, you should be.
(If you don't, you shouldn't be.)
ResearchWonks.com
Central Control, Inc. retweeted
A quarter century after P&G gave us click-based ROI, a $100BN+ US digital ad industry is based too much on magical thinking.
Here's my modest proposal: P&G could give the industry a make-good.
Marc Pritchard talks plenty about the bad ROI metrics. I've got just the project.
Central Control, Inc. retweeted
Trivia question for Advertising Twitter. Prize is a copy of Central Control's 100+ page "Best Practices Guide to Advertising Incrementality": centralcontrol.com/best-prac…
Question is:
Who invented cost-per-click pricing, the beginning of the ruination of digital advertising?
Central Control, Inc. retweeted
Good ad-industry read.
Notable: Coca-Cola is “reassessing our overall marketing return on investment on everything from ad viewership across traditional media to improving effectiveness in digital,” said James Quincey, CEO.
Bring it. #Incrementality
nytimes.com/2020/07/28/busin…
Central Control, Inc. retweeted
Our latest research initiative RCT21 in conjunction with 605, Central Control and Bill Harvey Consulting, was recently covered in Forbes ow.ly/xH1u50APAqw #the_ARF #research #advertising #billharvey #605 #Forbes #CentralControl #advertisingresearch #crossplatform #ROI