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Randomized Control Testing: A Science Being Tested To Measure An Advertiser’s ROI.

The ability to measure the impact advertising has on sales has been the holy grail for marketers, agencies and data scientists. And attempting to measure the return-on-investment (ROI) of an ad campaign is not new. Now, according to an article in Forbes, the Advertising Research Foundation (ARF) has started a new initiative called RCT21, (RCT stands for Randomized Control Testing), the latest iteration of measuring an ad campaign’s impact on sales.

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