Measured has launched a cross-channel incrementality measurement and decisioning platform designed to offer a more up-to-date alternative to current analytics platforms.
The tool claims to help tackling the growing problem of third-party tracking limitations on major ad platforms like Facebook and Google making multi-touch attribution obsolete, meaning advertisers are overspending because they don’t know when ads get results.
Measured uses scientific experimentation and incrementality measurement to inform better media investment decisions.
Always-on A/B testing experiments are the most accurate way to determine incremental contribution.
Early Measured customers FabFitFun, AB In Bev, Hint Water and Johnny Was.
“The promise of marketing measurement beyond last-click has failed to deliver for marketers. Multi-touch attribution has been plagued by severe data reconciliation issues, walled garden blind spots, the collapse of third-party tracking, challenges of identity and GDPR, and painful on- boarding,” said Trevor Testwuide, co-founder and CEO at Measured. “Media mix modeling is not granular enough for tactical decision-making and too expensive for mid-market brands.
Measured conducts media-buying experiments by segmenting the advertiser’s unique prospecting, remarketing and house file audiences into test and control groups.
“Our experimentation technology that executes holdouts for prospecting audiences affordably is truly a breakthrough,” Bharadwaj said. “The results of each experiment empower marketers to make investment decisions informed by actual audience-level incremental performance metrics.”
Measured has already contributed to the success of multiple high-growth brands by delivering ongoing cross-channel media investment insights to companies like FabFitFun, Johnny Was, Hint, AB InBev, J. Jill, AARP and Soft Surroundings.
Johnny Was, a fast growing high-fashion retailer and early customer, has more than doubled its direct-to-consumer business within the first two years of working with Measured.
“Measured is a critical partner enabling us to tune in to media’s contribution to our growth,” said Rob Trauber, CEO of Johnny Was. “We now have a laser focus on the incremental contribution of paid media, providing us the data to make smarter investment decisions.”
“We are seeing customers use our product to right-size retargeting budgets, scale customer acquisition on Facebook and Catalog, and really build out a practice around cross-channel investment decisioning,” Testwuide said.