MARKETING TESTING GUIDE by Facebook

Find below the “Prepare for the Unexpected – A Guide to Testing and Learning with Incrementality Measurement” by Facebook. Curated by MAU. Senior Digital Marketing Specialist at eDigital.



MARKETING TESTING GUIDE by Facebook

Incremental Measurement provides marketers with results to iterate and evaluate business decisions.

To understand how best to plan your marketing and media buying across platforms, marketers should set up their own randomized control trials for their brand to scientifically measure buying media across multiple platforms rather than investing on single platform campaigns.

This guide will help you learn how top professional marketers test campaigns using incremental measurement to iterate, learn and imporve campaign performance.

“Prepare for the Unexpected – A Guide to Testing and Learning with Incrementality Measurement” by Facebook

Contributors included:

Alok Gupta, lyft
Director of Data Science

Matthew Gerrie, Booking.com
Senior Director of Marketing Science and Communication

Stephan McBride, Netflix
Director of Science and Analytics, Marketing and Economics

Tony Flanery-Rye, eBay
Senior Director of Growth Analytics

Dan Johns, Facebook
Product Marketing Manager

Jesse Goranson, Facebook
Director of Client Measurement

Maggie Burke, Facebook
Client Council Lead

Sophia Lin, Facebook
Project Manager



MARKETING TESTING GUIDE by Facebook

was brought to you by…

MAU. award winning digital marketing specialist at eDigital Agency

Award Winner Digital Marketer, top Linkedin Influencer, Certified Facebook / Adwords Professional, Certified SEO Consultant, StartUp Investor, Writer, Speaker. 15+ years optimising some of Australia’s top brands. MAU.trains marketers via Strategy Workshops & Training Sessions inc his popular Digital Marketing Plan & Social Media Plan templates. MAU. enjoys football, latin music & hiking while teaching Digital Marketing or completing creative photography briefs and conceptual photography assignments. Subscribe to MAU.’s e-newsletter connect on LinkedIn Instagram Facebook

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