Multi-Touch Attribution Is Dead: Measured Launches Cross-Channel Incrementality Measurement for Marketers
SANTA MONICA, Calif.--(BUSINESS WIRE)--May 14, 2019--
After two years of refining its technology, building its team and delivering insights for early customers, Measured has officially exited stealth to launch its cross-channel incrementality measurement and decisioning platform.
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Measured Screenshot: Facebook Incrementality (Photo: Business Wire)
“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. Cross-channel marketing measurement has failed marketers.”
Measured has developed a new approach anchored on innovative experimental design to inform cross-channel media investment decisions.
Measured solves for the difficult challenges of operationalizing steady-state test-and-control experimentation at scale across channels.
“We went back to the drawing board to innovate cross-channel measurement for the realities of today’s marketers,” said Madan Bharadwaj, co-founder and CTO at Measured. “We are excited to bring to market a new transparent, practical and scalable approach to marketing measurement.”
Measured empowers its customers to focus on the high-value media mix decisions that drive customer acquisition based on incremental metrics. The Measured platform handles the complex heavy lifting of cross-channel data management and continuous data quality validation to inform accurate and trusted measurement.
“We take the pain out of sophisticated cross-channel media incrementality testing,” Testwuide said.
The world’s most successful brands, such as Amazon, Google and Facebook, have adopted a company-wide experimentation approach for testing ideas and making decisions. Similarly, 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.
Measured’s leadership has a proven track record in cross-channel marketing measurement and attribution. Testwuide was previously co-founder and CEO of Conversion Logic, a leader in multi-touch attribution. Prior to that, he was an early leader at Visual IQ (acquired by Nielson in 2017).
Bharadwaj, also a Visual IQ alum, is a leading expert in advanced marketing measurement systems with a decade of experience applying big data and machine learning technologies.
COO Nick Stoltz was most recently a senior vice president at MarketShare, a Neustar Solution, and has spent the last 10 years working with brands across multiple industries to build analytics programs that drive incremental revenue and profit.
Measured helps inform the incrementality of paid media for marketers to drive cross-channel investment decisions. Its approach is rooted in innovative, always-on A/B experimentation, proven to be the most effective and accurate methodology for determining incremental contribution. Incrementality drives Measured’s cross-channel attribution and decisioning platform. Measured is powered by a privacy-compliant and quality-controlled marketing data platform provided as a service. Measured is based in Santa Monica and maintains offices in Boston, Toronto and India. For more information, visit www.measured.com.
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Jen Cadmus for Measuredjen@thedialoglab.com512-934-8350
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