In what way does experimentation help achieve a best-in-class measurement approach?

1. By assisting in the collection of multiple data points
2. By driving a macro budget strategy
3. By helping assign credit across touchpoint
4. By providing a way to validate and test insights

Correct Answer:

• By providing a way to validate and test insights

Explanation: Experimentation contributes to a best-in-class measurement approach by serving as a validation and testing tool for insights. Integrating this with attribution, which comprehends the customer journey and assigns credit across touchpoints, and Marketing Mix Models (MMM) that shape macro budget strategy, results in a robust approach to measuring Return on Investment (ROI).