民主化7星级的增量测量

Click through rates (CTRs) have dominated the digital effectiveness conversation for 30 years due to their relative ease of measurement. Their consistency in the ever-evolving world of digital marketing has been an attractive attribute for anyone looking to optimise campaign performance - and the speed, length and clarity of the performance feedback loop is compelling in a digital tracking landscape that is in constant flux. 但扫描电镜外的CTRs通常低于0.1%, it should now be well established that CTRs are a poor leading indicator of campaign effectiveness.

Yet, agencies like the7stars still regularly receive briefs listing CTRs as a campaign KPI. Often it’s still identified as a unifying metric to compare creative effectiveness, 或者为优化提供快速反馈. 然而, CTRs tell us nothing useful or meaningful about the business outcomes marketers are ultimately tasked with driving; nor is it aligned to any specific channel role.

那么为什么它坚持简报呢? 这是因为, 在光谱的另一端, measuring the incremental business outcomes driven by a campaign has always been harder. 传统上, marketing analysts have focused on using multi-factor analysis methods (usually Market Mix Modelling) to tackle this. 然而, MMM outputs - although powerful - can represent abstract insights to navigate, 并且会有明显的报告滞后(通常是10周以上)。.

Experiments on the other hand, are much simpler to interpret, and generate faster feedback loops. The concept of ‘going dark’ to measure the incremental effect of a campaign is intuitive and appealing, and the corresponding outputs paint a compelling picture of marketing’s business contribution.

Robust media experiments are notoriously difficult to design though, 并且需要管理几个相互依赖的因素. Opportunity costs like foregone sales must be carefully positioned to the business; overlapping 计划ning territories must be targeted cleanly across multiple departments and media owners; alternative category response rates, target audience penetration levels and physical availability must all be optimised to construct a robust experimental campaign that doesn’t break the bank for advertisers.

Taking everything together - ‘speed to design’ is typically too slow for the traditional client/agency response to brief process, and incrementality experiments have therefore become an underutilised tool among the marketing community.  

在the7stars, we have developed an internal tool to increase that speed to design – Gravity Experiment. Developing this platform has significantly reduced the friction between setting a hypothesis with clients and designing a media 计划 that robustly tests that hypothesis. Our design algorithm is powerful enough to balance all interdependent factors and leverage the regional granularity available in digital channels to design campaigns with the lowest possible measurement risk and at the lowest possible media cost. 这一切都在几秒钟之内.

Over the course of the last year we have developed a web-based platform that is used agency wide, 并使递增实验真正民主化. It is flexible enough to be used across all channels and can even stack multiple channels and multiple hypotheses into a single experiment. 用户友好的界面意味着它可以在所有团队中使用, 缩短分析人员在设计阶段的时间.

Gravity Experiment has step changed our approach to test and 学习 as an agency. 我们可以学得更多，而且比以前更快更准确. We can more elegantly communicate media’s contribution to business growth for our clients, 假设的连续循环, 计划, 执行, 学习, iterate - has levelled up our clients media strategies in a year of unprecedented disruption.

The platform has enabled us to 执行 experiments as diverse as an eight figure ‘scale up’ media 计划 for a DTC client, 测试更高的BVOD权重以减轻零售商的通货膨胀, and to test the relative incrementality of Facebook and Google for a streaming campaign.

The tool has helped us to successfully evolve the conversation on digital marketing effectiveness in the agency. Gravity Experiment allows us to create a rich stock of effectiveness 学习ings at the rapid pace digital marketers have become accustomed to; all while delivering attribution measurement and insight at a higher level of integrity and reliability than ever before.