Using matched market lift to measure the true value of offline and online advertising

Dominic Williamson and Jonathan Arfa

Applied Marketing Analytics: The Peer-Reviewed Journal, 2018, vol. 4, issue 2, 102-107

Abstract: The need for true incremental marketing measurement is well established but the ability to do this varies by channel. This paper describes matched market lift (MML), a methodology designed to bring accountability and objectivity to channels where user-level targeting and randomised control trials are impossible. The paper provides step-by-step guidance to matching geographical markets, and advice on how to apply this methodology to online and offline marketing measurement.

Keywords: DMA testing; geo testing; television measurement; paid search measurement (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2018:v:4:i:2:p:102-107

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