Over the past year, I’ve seen a lot of exciting technology come together across Kinesso’s media measurement and optimization capabilities. One area that is particularly exciting is scaling experiments to drive incremental ROI optimization, and I hope to convince you to get excited about this area too. 

Experiments are improving

When I first started in media, it was difficult to garner excitement about experiments. They were often underwhelming on insights, slow, and expensive. Think back to those Spot TV DMA tests and how long it took to align on test parameters, wait for the test to complete, analyze the results, and debug confounding factors like localized promotions. 

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