Multi-Touch Attribution Is Dead: Measured Launches Cross-Channel Incrementality Measurement for Marketers
Industry Veterans from Visual IQ, Conversion Logic and MarketShare Build Next Generation Cross-Channel Marketing Measurement
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.
Multi-touch attribution is dead. Measured exits stealth to launch cross-channel incrementality measurement for marketers. Stop wasting ad money and make better decisions!
“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.
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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.”
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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.
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