What is Measured?
In the rapidly evolving landscape of digital marketing, understanding the effectiveness of advertising efforts has never been more crucial. Enter Measured, a company that has emerged as a pioneer and leader in incrementality-based media measurement and optimization. Founded in 2017 and headquartered in Austin, Texas, Measured is dedicated to helping brands prove the incremental impact of their advertising, ultimately maximizing return on investment (ROI).
The Foundation of Measured
Measured was established by Trevor Testwuide, who recognized a significant gap in the market for accurate media measurement. The traditional methods of evaluating advertising effectiveness often fell short, leading to misguided strategies and wasted budgets. With a focus on incrementality, Measured has developed tools and methodologies that allow brands to understand the true impact of their advertising spend.
The Leadership Team
At the helm of Measured is an experienced leadership team committed to driving innovation and excellence in media measurement.
Trevor Testwuide - Chief Executive Officer (CEO)
As the CEO, Trevor Testwuide is responsible for the strategic vision and operations of Measured. His background in analytics and marketing has equipped him with the insights necessary to guide the company toward its mission. Trevor is also known for his active engagement in discussions around media effectiveness and the importance of data-driven decision-making.
Key Company Information
- Location: Measured is headquartered in Austin, Texas, a hub for technology and innovation.
- Employee Count: The company employs between 101-250 professionals, all dedicated to advancing the field of media measurement.
- Year Founded: 2017 marked the beginning of Measured's journey in transforming how brands assess their advertising efforts.
- Official Website: For more information, visit Measured's official website.
The Importance of Incrementality in Advertising
Incrementality refers to the additional impact that an advertising campaign has beyond what would have occurred without it. This concept is vital for brands seeking to optimize their marketing spend. Here are some key reasons why incrementality matters:
- Clear Attribution: Incrementality provides a clearer picture of which advertising efforts are genuinely driving sales or conversions, as opposed to those that would have occurred organically.
- Budget Allocation: By understanding the actual impact of various channels, brands can allocate their budgets more effectively, investing more in high-performing areas and cutting back on underperforming strategies.
- Enhanced Strategy Development: Incrementality insights help brands craft better marketing strategies tailored to their audience's behavior and preferences.
"In today's competitive market, having a solid understanding of media incrementality is not just beneficial; it's essential for successful marketing." - Trevor Testwuide
How Measured Works
Measured employs a combination of advanced analytics, machine learning, and statistical modeling to provide clients with actionable insights. Here’s how the process generally works:
- Data Collection: Measured gathers data from various advertising channels and integrates it with sales and conversion data.
- Analysis: Using sophisticated algorithms, the platform analyzes the data to identify trends, patterns, and correlations that help determine the incremental impact of each advertising effort.
- Reporting: Clients receive comprehensive reports that detail the performance of their advertising campaigns, allowing for data-driven decisions.
- Optimization: Based on the insights gained, brands can refine their strategies to enhance ROI and overall marketing effectiveness.
Real-World Application: A Case Study
Consider a retail brand that launched a multi-channel advertising campaign across social media, television, and email marketing. Using Measured's services, the brand was able to assess the true incrementality of each channel.
- Social Media: The analysis showed that while social media ads generated significant engagement, the actual incremental sales attributed to this channel were minimal due to existing customer behaviors.
- Television: Conversely, the data revealed that television ads had a substantial incremental impact, driving new customer acquisitions during the campaign period.
- Email Marketing: Email marketing also demonstrated positive incremental results, particularly among new subscribers.
This granular insight allowed the retail brand to reallocate its advertising budget, investing more into television and optimizing its social media strategy, ultimately leading to a higher overall ROI.
Conclusion
Measured stands at the forefront of media measurement and optimization, providing brands with the tools they need to understand the true impact of their advertising efforts. Through its innovative approach to incrementality, the company not only helps businesses maximize their ROI but also guides them in making informed marketing decisions.
As the digital marketing landscape continues to evolve, the importance of accurate measurement cannot be overstated. Companies like Measured are essential in navigating this complexity, ensuring that brands can invest confidently in their advertising strategies and achieve measurable success.
For brands looking to enhance their marketing effectiveness, partnering with Measured could be a game-changing decision. To learn more about their offerings and how they can help your business, explore their official website.
