Video Interview: What Your Campaign Measurement Is Telling You

“Is my advertising working?”

The rise of digital ads was supposed to make it much easier to answer this question. Access to a wealth of data allows advertisers a clearer picture of who may be seeing their ads and how those ads may be influencing behaviors like website visits or purchases. While this data has enabled a variety of widely used approaches for measuring ad effectiveness in the industry, there has not really been a systematic examination of how well these approaches work.

Facebook IQ interviewed Facebook researcher Dan Chapsky and professors Brett Gordon and Florian Zettelmeyer of Northwestern’s Kellogg School of Management to help marketers compare campaign measurement approaches. In this set of video interviews, we delve into their recent research on observational and experimental design and explore how these approaches can impact ad performance results—and ultimately influence marketing decisions.

 

Understanding how advertising works 

Without a standard approach to measuring campaign effectiveness, it’s hard to establish an objective benchmark for how to measure different approaches. How do we know if our measurement is accurate? How can we tell if an approach is effective?

What it means for marketers

Measuring ad effectiveness used to be the domain of data specialists, but now a fundamental working knowledge of key data science concepts is critical whether you work in marketing, finance or the C-Suite. From size of investment to the most effective messaging and ad placement, knowing what your campaign measurement is telling you is essential to informing brand decisions. Defining a successful approach begins with understanding  what constitutes good measurement.

Hear more about why methodology matters and gain an expert point of view on how it impacts ad performance in a Kellogg Insight podcast.

 

 

* Gordon and Zettelmeyer have no financial interest in Facebook and were not compensated in any way by Facebook or its affiliated companies for engaging in this research.
Source: “A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook” by Facebook’s Neha Bhargava and Dan Chapsky and Northwestern University’s Brett Gordon and Florian Zettelmeyer, Mar 2016.