The MarTech Matrix with Measured [Video]

Nick Stoltz, CEO of Measured, discusses the challenges and complexities of marketing measurement. He explains how Measured helps brands understand the value and impact of their marketing efforts through incrementality testing. The ideal customers for Measured are consumer brands in the retail, technology, and financial services sectors. Stoltz emphasizes the importance of running experiments to determine the incrementality of each marketing channel and how it contributes to sales. He also highlights the need for a culture of experimentation and continuous learning in order to stay competitive in a rapidly changing landscape. In this conversation, Nick Stoltz discusses the importance of testing in marketing and how to approach it strategically. He emphasizes the need for proper experiment duration and frequency, typically running four-week experiments and allowing for multiple tests throughout the year. The role of creative in testing is also highlighted, with a focus on aligning messaging with the target audience and platform. Testing new channels is discussed, emphasizing the importance of targeted and contextually relevant campaigns. The challenges of platform-based testing and the need for independent measurement are addressed. A case study with Carter’s demonstrates the impact of testing on marketing strategy and results. The conversation concludes with insights on onboarding and getting started with testing.