Daily Research News Online

The global MR industry's daily paper since 2000

Full Launch for Marketing Mix Specialist Measured

May 15 2019

Santa Monica, California-based analytics firm Measured has launched out of stealth mode, after two years of development and testing of its platform, which helps clients optimise their marketing mix using always-on A/B experimentation.

Trevor TestwuideBilled as a 'cross-channel incrementality measurement and decisioning' platform, Measured's service conducts media-buying experiments by segmenting the advertiser's unique prospecting, remarketing and house file audiences into test and control groups, in a style similar to that used by the likes of Amazon, Google and Facebook for testing ideas and making decisions.

Measured is headed up by Trevor Testwuide (pictured), co-founder and CEO, who was CEO at Conversion Logic after working at Visual IQ, acquired by Nielsen in September 2017; COO Nick Stoltz, who worked most recently as SVP at Neustar's MarketShare; and co-founder and CTO Madan Bharadwaj, who also worked at Visual IQ, after more than four years at Aegis Media.

Testwuide says of the launch: '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. Media mix modeling is not granular enough for tactical decision-making and too expensive for mid-market brands'. According to Bharadwaj, the company therefore went 'back to the drawing board to innovate cross-channel measurement for the realities of today's marketers'. He adds: 'We are excited to bring to market a new transparent, practical and scalable approach to marketing measurement'.

The firm also has offices in Boston, Toronto and India and is online at www.measured.com .

All articles 2006-19 written and edited by Mel Crowther and/or Nick Thomas.

Select a region below...
View all recent news
for UK
View all recent news
for USA
View all recent news
for Asia
View all recent news
for Australia


To receive (free) news headlines by email, please register online