This is the first of a three-part series on using experiments to prove marketing effectiveness developed between MRS and Google. In this module we’ll cover the key principles of the experimental framework and how to generate testable hypotheses with clients.

It will focus on media effectiveness, but the approach can be used for many marketing applications. Experimentation is an integral part of Google’s DNA. Back in February 2000, Google ran its first A/B experiment on the Google Search results page, now Google runs approximately 7,000 experiments per year on its own search engine. With this heritage, Google has developed ways of applying the scientific approach to media, marketing and business decision making.

Who will find it useful?

Account managers and execs, and market researchers/analysts working on media evaluation. Attending the following 2 modules is recommended but not mandatory.

Aims and Objectives

  • Provide a framework to develop a testable hypothesis from an observation
  • Go through a guided exercise on how to scope an experiment
  • Review case studies of real-life applications of this framework
  • Discuss potential applications

Google, Belgrave House
76 Buckingham Palace Rd, Belgravia,London,SW1W 9TQ

(Head of Measurement & Analytics @ Google)

Harry started his career in account planning and evaluation, working on campaigns for the UK Government - convincing people to stop doing things that they enjoyed and start doing things they didn't. He then moved to Google where he has had a range of roles working on marketing strategy. He took a short holiday to work at Amazon, launching their self-service ads products across Europe, but missed Google so much, he came back to lead the
Measurement and Analytics team in the UK. The team aims to use science to make every ad effective, they focus on marketing experiments, marketing mix models, attribution modelling and connecting online and offline activities. He is also studying for a PhD looking into how businesses are using large data sets to improve their marketing effectiveness.
(Measurement & Attribution Specialist @ Google)
Nadia has spent her career to date deep in data and has always been drawn to the geeky profession due to its endless possibilities of influencing big organisational decisions. Nadia started off working for HM Government as an Economist using analytics to inform policy, then moved to Marketing Analytics at News UK. Following that, she spent a couple of years working at M&S building the company’s Test & Learn capability, applying rigour to evaluating the impact of any large investment before decisions on national rollout were made (retail space changes, product buying bets, marketing, staff investments, etc). At Google,
Nadia supports Travel clients through the complexity of Marketing Evaluation, ‘Using Science to Make Ads Effective’.

Additional Information

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