Trevor Testwuide, Co-Founder & CEO, Measured

Measured Inc.
2 Apr 201900:37


TLDRThe video transcript emphasizes the critical role of cross-channel analytics in guiding investment decisions, particularly in media strategies. The focus is on accurately measuring the incremental impact of Facebook retargeting efforts on business metrics. The speaker's company, Measured, aims to provide advertisers with insights into the true value of their media spend, helping them optimize their media portfolio for maximum return on investment.


  • 🎯 Cross-channel analytics aims to inform investment decisions by providing insights into the effectiveness of media tactics.
  • 📈 The goal of Measured is to inform advertisers with data on the true incremental contribution of their media spend on platforms like Facebook.
  • 🔄 Retargeting through catalog per dollar invested is a key strategy analyzed to understand its impact on business metrics.
  • 📊 The focus is on measuring the contribution or lift that media investments drive towards guiding business metrics.
  • 💡 Clients view Measured as a trusted advisor in making decisions about their media portfolio investments.
  • 🎶 The use of music in the transcript suggests an engaging and possibly creative approach to presenting analytics information.
  • 🚀 The emphasis on 'true incremental contribution' highlights the importance of accurate and actionable data in decision-making.
  • 🌐 The mention of Facebook specifically points to the significance of social media platforms in cross-channel analytics and advertising strategies.
  • 📌 The script implies a data-driven approach where media tactics are assessed and optimized based on their ROI.
  • 🔢 A focus on per dollar investment suggests a meticulous evaluation of cost-effectiveness in media spending.
  • 📊 The guiding business metric is central to the analytics process, indicating that strategies are tailored to meet specific business goals.

Q & A

  • What is the primary focus of cross-channel analytics?

    -The primary focus of cross-channel analytics is to inform investment decisions by providing insights into the true incremental contribution of media tactics and investment spend.

  • What is the main goal of Measured in the context of the script?

    -Measured aims to inform advertisers about the true incremental contribution of their media tactic and investment decision spend into Facebook, particularly in terms of retargeting through catalog sales.

  • How do clients view Measured in relation to their media strategy?

    -Clients consider Measured as their media portfolio investment decision partner, providing them with valuable data and insights to make informed decisions.

  • What metric is used to measure the effectiveness of investment in Facebook retargeting?

    -The effectiveness of investment in Facebook retargeting is measured by the contribution or lift it drives to the business metric per dollar invested.

  • What does 'true incremental contribution' refer to in the context of media tactics?

    -The 'true incremental contribution' refers to the actual increase in business metrics that can be attributed directly to a specific media tactic or investment spend.

  • Why is it important for advertisers to understand the incremental contribution of their media tactics?

    -Understanding the incremental contribution is crucial as it helps advertisers make informed decisions on where to allocate their budgets effectively, ensuring maximum return on investment and alignment with their guiding business metrics.

  • What is the role of retargeting in the media tactics discussed in the script?

    -Retargeting, specifically through Facebook's catalog sales, is a media tactic that Measured evaluates for its effectiveness in driving business metrics and return on investment.

  • How does Measured help clients in making media portfolio investment decisions?

    -Measured assists clients by providing data-driven insights into the performance of different media tactics and investment spends, enabling clients to optimize their media portfolios for better business outcomes.

  • What is the significance of the business metric mentioned in the script?

    -The business metric mentioned serves as the guiding measure for advertisers to evaluate the success of their media tactics and investment decisions, ensuring that their efforts contribute positively to their overall business goals.

  • How does the script suggest Measured's approach to cross-channel analytics?

    -The script suggests that Measured takes a data-centric and analytical approach to cross-channel analytics, focusing on providing transparent and actionable insights to inform media investment decisions.

  • What is the expected outcome for advertisers using Measured's insights?

    -The expected outcome for advertisers is more effective media strategies, optimized investment spends, and improved performance against their guiding business metrics, ultimately leading to better overall business results.



📊 Cross-Channel Analytics for Informed Investment

This paragraph emphasizes the importance of cross-channel analytics in making informed investment decisions. The focus is on using analytics to determine the true incremental contribution of media tactics and investment spend, particularly on Facebook's retargeting catalog. The goal is to measure the contribution or lift that these tactics bring to the business's key metric per dollar invested. The company, Measured, positions itself as a trusted advisor for clients, helping them make strategic decisions regarding their media portfolio investments.



💡cross-channel analytics

Cross-channel analytics refers to the process of analyzing and interpreting data across multiple platforms or channels to gain a comprehensive understanding of audience behavior and marketing effectiveness. In the context of the video, it is used to inform investment decisions, helping advertisers understand the true incremental value of their media tactics and investment on platforms like Facebook.

💡incremental contribution

Incremental contribution is the additional value or benefit that results from a specific action or investment. In the video, it relates to the measurable impact of media spending, particularly on Facebook, and how it drives an increase in business metrics.

💡media tactic

A media tactic refers to a specific strategy or method employed in media planning and execution to reach a target audience. This can include various forms of advertising, content marketing, or social media engagement. In the context of the video, media tactics are evaluated for their effectiveness in contributing to business outcomes.

💡investment decision

An investment decision is a choice made by an investor or a company regarding the allocation of resources, typically financial, into a particular venture or asset. In the video, it refers to the strategic allocation of marketing budget into Facebook retargeting campaigns.


Retargeting is a digital marketing strategy where previous website visitors or users who have interacted with a brand are targeted with personalized advertisements. The goal is to remind them of the brand or product and encourage them to return and make a purchase. In the video, retargeting is a key media tactic that advertisers are looking to optimize for better results.


In the context of digital marketing and e-commerce, a catalog refers to a collection of products or services that are offered for sale. It is often used in retargeting campaigns to show personalized ads to consumers based on the items they have previously viewed or considered.

💡ROI (return on investment)

Return on investment (ROI) is a financial metric that measures the amount of return on an investment relative to the investment's cost. It is used to determine the efficiency of an investment or to compare the efficiencies of several different investments. In the video, ROI is a guiding business metric that advertisers aim to optimize through informed media tactics.


A client in a business context refers to a person or company that uses the services of a professional or firm. In the video, clients are the advertisers who rely on the analytics provided to make informed decisions about their media investments.

💡media portfolio

A media portfolio is a collection of different media investments made by an advertiser or a company. It includes a mix of various advertising channels, platforms, and tactics aimed at reaching the target audience. The video emphasizes the importance of making informed decisions about this portfolio to maximize advertising effectiveness.

💡business metric

A business metric is a quantitative measure of performance used to track progress towards a particular goal. It can include a wide range of indicators such as sales, customer acquisition, or website traffic. In the video, the focus is on understanding how media tactics contribute to these key metrics.


Cross-channel analytics is crucial for informing investment decisions.

Measured aims to inform advertisers with the true incremental contribution of media tactics.

Investment decisions in Facebook retargeting catalog are analyzed per dollar spent.

The focus is on understanding the contribution or lift that drives the business metric.

Clients view Measured as their media portfolio investment decision partner.

The goal is to provide a clear understanding of media tactic efficiency.

Incremental contribution is a key factor in evaluating media investments.

Facebook retargeting is a specific area of investment analysis.

Catalog investment decisions are scrutinized for their return on investment.

The true value of media spend is determined by its impact on business metrics.

Measured provides a data-driven approach to media investment decisions.

The analytical process involves a detailed examination of spend and lift.

Clients rely on Measured's insights to optimize their media strategy.

The analysis helps in making informed decisions on media spend allocation.

Measured's service is seen as an extension of clients' media investment capabilities.

The ultimate aim is to maximize the effectiveness of media spend.





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