holdout : RKGBlog

THE RKGBLOG

rss feed for the rkgblog

holdout

Marketing Campaigns Must Show Incremental Lift, Not Just Sales

posted by Alan Rimm-Kaufman | January 29, 2009 | 2 comments

Two excellent posts about incrementality and matchbacks.

Category Business | Tagged control, drilling down, holdout, hsn, incrementality, jim-novo, kevin hillstron, marketing productivity, marketing test, marketing-lift, minethatdata, multichannel

Prove It: An enterprise-wide control group can help measure a database’s value

posted by Alan Rimm-Kaufman | October 15, 2006 | 1 comment

Richard Tooker advocates establishing an additional holdout control panel of 50k customers who receive no marketing communication — ever.

Category Web Marketing | Tagged control-group, direct-marketing, holdout, marketing-benefit, marketing-lift, measurement, richard-tooker

ABOUT THIS BLOG

The RKGBlog is a continuing discussion of online marketing written by the employees of RKG.

TAGS

Best of RKGBlog

Comparison Shopping

Other Ad Formats

ROI Measurement

Search Partners

Site Architecture

ARCHIVES