Experimentation
Experimentation methodology and best practices
Articles
- How to build an experiment roadmap: prioritizing which channels to test
- Preparing to launch a holdout test: setup checklist and timeline
- What is incrementality testing?
- Measuring concentrated influencer bursts around launches
- Experiment analyses and how to read them
- Influencer incrementality testing: when geo works, when it doesn't, and what to do instead
- How to evaluate national TV when you can't geo-test it
- What geographic data does Paramark need before designing a geo experiment?
- How to approach experimentation: A strategic guide
- What a no lift result means (and why it matters)
- How many experiments can and should I run at once?
- How many metrics should you analyze in incrementality test results?
- How to coordinate geo experiment design with an MMM calibration rerun
- Experiment Design FAQ
- How to plan an integrated marketing experiment : choosing channels and sizing spend
- Experiment Analysis FAQ
- Why fewer, better-powered experiments often beat many small tests
- Experiment designs and how to read them
- Why you shouldn't peek early — and what to do instead while your experiment is live
- Why should I consider a multi-cell experiment?
- Direct mail experimentation: A growth advisor's guide
- Can I speed up an experiment by spending more? What to know about budget and timeline
- Managing budget during a live experiment: holdouts, extra spend, and what's safe
- Can I use web sessions as the target metric for a brand geo experiment?
- Conversion lift studies vs. geo-lift testing: When to use each and how they work together
- How to notify Paramark about updated campaign test/flight dates
- How does Paramark select test and control geo markets for experiments?
- YouTube incrementality testing: what to test and how to think about it
- How to handle experimentation in OOH: necessary data, approach and best practices