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  • March 31, 2020

Episode 8: Test & Tune Tackles Causal Effects in Media

Episode Chapters

1:26 - What is the difference between correlation and causation?
5:54 - How does this correlation versus causation show up in advertising?
11:55 - There is a common practice of trying to slice and dice data to make your campaigns look good - but what risks are inherent in this practice?
19:04 - What is our new Test & Tune methodology and what advertiser problems is it solving for?


Data is more crucial for marketing than ever before, but are your campaigns set up to measure true causal effects? Why might your media mix model be giving your flawed information? And why does this all even matter?

In this episode, Megan McCoy, Senior Manager of Ad Innovation Strategy, chats with David Reiley, Distinguished Scientist at Pandora, about our new Test & Tune opportunities. Test & Tune uses a combination of randomized control groups and ghost ads to measure true causal effects of campaigns in order to provide advertisers greater insight into creative resonance and actionable opportunities for optimization.

To learn more about how Test & Tune can provide insights into your next audio campaign, connect with us here!

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