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Monday, September 17, 2018

Why Mobile Marketers Need To Think Like Statisticians | Mobile - MediaPost Communications

Alexei Chemenda, Chief Revenue Officer for Apps and Managing Director, U.S at Adikteev reports, "Mobile marketers need to embrace statistical models to avoid drawing inaccurate conclusions about retargeting active users."

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.