This session, the second of a three-part series, focuses on using experiments to prove marketing effectiveness. In this module we cover Google’s geo experiment methodology and R package to design and analyse experiments.

Experimentation is an integral part of Google’s DNA. We started as an experiment on ‘organising the world’s information and make it universally accessible and useful’, and today, internally run over 7000 experiments annually. We also help advertisers apply scientific discipline and rigour to testing new marketing strategies. We have several self-served testing tools and products that both publishers and marketers can use. This session, the second of a three-part series, focuses on using experiments to prove marketing effectiveness. In this module we’ll cover Google’s geo experiment methodology and R package to design and analyse experiments.

Who will find it useful?

Analysts and Data Scientists working on media evaluation and comfortable with statistical inference using R. Attending the previous or following modules is recommended but not mandatory.

Objectives

  • Understand differences and applications of different experiment frameworks
  • Review Google’s proprietary Geo Based Regression (GBR) and Time Based Regression (TBR) models
  • Design and analyse an experiment using Google’s Geo Experiment package
Venue

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

(Data Scientist @ Google)
Matthew joined Google to work on statistical problems. He completed his PhD at the MRC Biostatistics Unit in Cambridge on matrix factorisation techniques for brain imaging. In a past life he was a civil servant at The National Archives, and at some point took a degree in English and Writing.
(Measurement & Analytics Lead @ Google)
Virginia is the Experiments lead at Google UK. She focuses on helping advertisers understand the incremental impact of their investment in Google media, but also making the case for better measurement standards. Prior to joining Google she spent a decade working with top FMCG brands optimising retail execution and quantifying the impact of those improvements.
(Measurement & Attribution Lead @ Google)
My interest in marketing effectiveness can be traced back to the era of door-to-door marketing, when i visited industrial estates & converted 0 leads in 6 months. Since then, I've rightly been less of a marketer, more of a measurement expert. Along the way, I post-graduated in marketing & economics, worked in the consulting and internet world, including Facebook. And over the last 5 years at Google, I’ve been helping businesses with cross-channel omni-channel measurement and attribution.

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