How does experimentation contribute to a best-in-class measurement approach?

1. Experiments are used to drive a macro budget strategy.
2. Experiments help assign credit across touchpoints.
3. Experiments assist in the collection of multiple data points.
4. Experiments are a way to validate and test insights.

Correct Answer:

• Experiments are a way to validate and test insights.

Explanation: Experimentation significantly elevates a best-in-class measurement approach by providing a means to validate and test insights. This, in combination with attribution methods for understanding customer journeys and assigning credit across touchpoints, as well as the utilization of Marketing Mix Models (MMM) to drive macro budget strategy, results in a comprehensive approach to measuring Return on Investment (ROI).