About this document
Formulating Hypotheses for Measurement by Katrin Nova is a document available to read on EtoBox.
This document discusses how to formulate a strong hypothesis and choose an appropriate measurement approach to test that hypothesis. It provides examples from a fictional electronics company, Axion, that used different measurement approaches - cross-channel reach reporting and marketing mix modeling - to test different hypotheses about how to optimize their marketing. Cross-channel reach reporting was used to test a hypothesis about TV versus digital reach, while marketing mix modeling was used to understan
- Author
- Katrin Nova
- Language
- EN