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

SANTA MONICA, Calif.–(BUSINESS WIRE)–lt;a href=”https://twitter.com/hashtag/AdAttribution?src=hash” target=”_blank”gt;#AdAttributionlt;/agt;–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.


“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.

Fresh Approach

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.”

Early Success

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.

Proven Leaders

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.

About Measured

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.

Contacts

Jen Cadmus for Measured jen@thedialoglab.com
512-934-8350

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