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.
Full story: Forbes.com