How might experimentation be credited with contributing to a best-in-class measurement approach?

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

Correct Answer:

• It can be a way to validate and test insights.

Explanation: Experimentation plays an essential role in enhancing a best-in-class measurement approach by serving as a mechanism to validate and test insights. Together with marketing mix models (MMM) for driving macro budget strategy and attribution to comprehend the customer journey and assign credit across touchpoints, it establishes a well-rounded method for effectively measuring ROI.