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Holdout

Marketing Campaigns Must Show Incremental Lift, Not Just Sales

Title: Marketing Campaigns Must Show Incremental Lift, Not Just Sales
URL: http://www.rimmkaufman.com/rkgblog/2009/01/29/marketing-campaigns-must-show-incremental-lift-not-just-sales/
Printed: March 20, 2010
Source: The Rimm-Kaufman Group Blog, info@rimmkaufman.com

Two excellent posts about incrementality and matchbacks.

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

Title: Prove It: An enterprise-wide control group can help measure a database’s value
URL: http://www.rimmkaufman.com/rkgblog/2006/10/15/prove-it-an-enterprise-wide-control-group-can-help-measure-a-databases-value/
Printed: March 20, 2010
Source: The Rimm-Kaufman Group Blog, info@rimmkaufman.com

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

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  • Mark Ballard: Cory, I don’t see this as an SEO v. PPC issue. The core of my argument is that CTRs are lower primarily due to misleading...
  • Cory Grassell: What are your thoughts on stats that suggest consumers are more apt to click on organic search results than PPC results? As a...
  • George Michie: Kevin, Marc, thanks for your comments. Help is coming, but not the solution. There are a number of instances when the CTR on the...
  • Marc Adelman: George, You have been an advocate of “the advanced control option” for years now. Depressing right YEARS! Eh…listen...
  • Kevin Hill: Is what they really need is a fourth match type. Here’s google’s help documentation on broad match: This is the default...
  • Kevin Micalizzi, Dimdim Web Conferencing: Jim (& George)- We still offer a free version of Dimdim. Just click Sign Up Now at the top of the...
  • Tomas: indeed, i can’t talk about it either… :)
  • Philip Price: Thank you for the RegHack, it worked for me, tho at first when i made the reg file with the information i copied from above i also...
  • George Michie: Sorry Jim, this post was written in 2007. Apparently some of those products are gone.
  • Jim: Hey, I checked two products like dimdim and cutepdf but none is free. What are you talking about free and open source?
  • George Michie: If they keep hearing the same message, and seeing evidence in the data to back it up, something will have to give. There is hope on...
  • Tomas: I’ve been having the same argument with Google for months now and in the end there does seem to be a feature in the algorithm that...
  • George Michie: Doesn’t have to be, it can be intra-adgroup as well.
  • Josh: George – I take it you’re referencing a scenario where your exact-match keywords are not listed as negative exact match keywords...
  • George Michie: Melissa, you’re right, it’s always happened to varying degrees, particularly since the advent of extended broad match....

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