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Marketing

3 pieces tagged “marketing”.

• 2026-10-25 incrementality Part 2 · Experimentation at Scale writing

  When You Cannot Easily Randomize People: Experimentation in Marketing

  Ad experiments cost money, lack power and often cannot randomize people. The designs and standing programs that make marketing incrementality testing routine.

  3,247 words 14 min measurementmarketing

• 2026-10-17 brand writing

  The Brand Playbook for the Automated Era

  Fifteen years of swings in brand marketing, and what automated ads and ads in AI answers change. A playbook for CMOs on brand, creative and analytics.

  4,750 words 20 min creativemarketing

• 2026-10-11 AI writing

  Synthetic Audience Testing: What the Evidence Supports, and How to Do It Well

  LLM-simulated respondents get direction and ranking roughly right, and size, spread and subgroups wrong. What the validation studies show, and how to use them.

  5,040 words 21 min measurementmethodology