Bart De Pauw of GroupM and Marcel van der Kooi of ScanmarQED discuss Triangulation
ScanmarQED
JANUARY 10, 2024
This is where MTA is a strong solution for brands with a large ecommerce sales channel. Bart: And what about the role of Experiments in this framework? Can you explain why triangulation is so important? Marcel : Thanks, Bart and it is true that triangulation is often seen as the optimal way of measuring marketing effectiveness.
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