A customer wants to try a new privacy-centric media strategy and is looking for a way to test effectiveness. Which test would help them accomplish this?
- Use Go-dark with the budget of the new media strategy treatment group while the control group remains the same.
- Use 5% Treatment to test gradual budget increments in the new media strategy while the control group remains the same.
- Use heavy-up treatment group to increase the budget of the new media strategy while the control group remains the same.
- Use Holdback treatment group to test the new media strategy while the control group remains the same.
or
- Test the new media strategy using the Holdback treatment group while keeping the control group the same.
- Test the new media strategy using the 5% Treatment to test gradual budget increments in the new media strategy while keeping the control group the same.
- Test the new media strategy using Go-dark with the budget of the new media strategy treatment group while keeping the control group the same.
- Test the new media strategy using the heavy-up treatment group to increase the budget of the new media strategy while keeping the control group the same.
Explanation:
The document discusses the importance of a “Test and learn” approach, specifically under the heading “Step four: Test and learn to determine activation.” This involves experimenting with different levels of personalization and using insights from various digital channels to determine the effectiveness of strategies. Using a holdback group allows for a controlled comparison, measuring the impact of the new strategy against a baseline, ensuring accurate assessment without external influences