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Measurement

4 pieces tagged “measurement”.

• 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

• 2026-09-28 measurement Part 1 · Experimentation at Scale writing

  Faster Building Needs Faster Learning: How Amazon and Netflix Test at Scale

  AI makes building faster, but most ideas still lose when tested. What Amazon and Netflix built so faster building turns into faster learning.

  1,868 words 8 min methodologyengineering culture