Demystifying Media Regression to Understand Campaign ROI
with Evan Reiss
About the Event
In the seventh episode of Hitchhiker’s Guide to Marketing Analytics, Evan Reiss, VP of Marketing at Foxit discusses how to use media regression to evaluate the value of ad campaigns, such as branded search. Evan covers how to use media regression, as well as how to strategically communicate between marketing and finance about the value of marketing and campaign experimentation.
In this session Evan and Nadia dispel the confusion around the three most popular (and most contentious) methodologies of measuring marketing effectiveness to give you practical examples of when each applies, the expectations you have to set with the stakeholders around the outcomes and applicability of the results. Evan Reiss, VP of Marketing at Foxit, shares the bold experiment that helped his team answer a question most marketers avoid: Are we driving real demand, or just paying for what would’ve come in anyway? With roots in performance marketing and a bias for clarity, Evan walks us through how he tested incrementality by cutting branded search—despite the fear it might tank performance. We unpack how he framed the test to internal stakeholders, bought the extended time needed to conduct the test to see the results, stitched together the right data to measure outcomes, and ultimately saw trial volume dip but ACV skyrocket.
