Full Launch for Marketing Mix Specialist Measured

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.

Billed 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 .