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A statistician's wife has twins. He is delighted. He rings the
minister, who says, "Bring them to church Sunday and we'll baptize
them.” "No," replies the statistician. "Baptize one.
We’ll keep the other as a control.”
Just
a little statistician humor for you! But jokes aside, mobile marketers
need to embrace statistical models to avoid drawing inaccurate
conclusions about their marketing, specifically when retargeting active
users. Too often, marketers use return on ad spend (ROAS) to
assess the effectiveness of their retargeting campaigns, but this can be
a misleading figure because it does not account for actions that might
have happened anyway, even if you had not served users
ads.
When scientists conduct clinical research, they commonly use the intention-to-treat (ITT)
protocol to provide an
unbiased comparison of the treatment groups. The ITT approach is also
the key to calculating incrementality the measure of revenue lift
generated by your ad spend, but the majority of marketers
aren’t using it. Here’s a simplified look at how it works.
