Ad Campaign Performance Analysis: How to Tell Whether Your Campaign Is Actually Working While It Is Still Running
What in-campaign ad performance analysis measures, how it differs from pre-testing, and what adjustments can be made when analysis reveals a campaign is underperforming.
Ad Testing Strategy: How to Build a Research Programme That Consistently Improves Advertising ROI
What an ad testing strategy is, why it is more valuable than individual tests, the elements that make it effective, and the minimum viable strategy for brand teams
Creative Testing for Ads Digital: How Digital Formats Change What You Test and How You Test It
How digital creative testing differs from traditional ad testing, the format-specific adaptations required, and what stays the same regardless of medium.
Ad Effectiveness Research Methods: The Approaches That Produce Evidence You Can Actually Act On
The full range of ad effectiveness research methods, the critical distinction between causal and correlational approaches, and which method produces the evidence you can act on.
Ad Performance Measurement Tools: Which Platforms and Systems Actually Give You Reliable Advertising Data
The tool categories for ad performance measurement, what each is best suited for, and the causal attribution capability that most brand teams are missing.
Advertising Effectiveness Measurement: How to Build a Programme That Produces Evidence, Not Just Reports
The design failures that make most advertising measurement produce reports without informing decisions, and the elements of a programme that produces reliable causal evidence.
Best Way to Test Ad Campaigns: What High-Performing Brand Teams Do Differently From the Rest
The five practices that distinguish brand teams who get commercial returns from advertising testing from those who invest in testing but do not change decisions.
How to Compare Ad Creatives: The Steps in the Ad Testing Process That Ensure Fair and Reliable Comparisons
The six steps for comparing ad creatives reliably, the most common comparison design errors, and how to select the right statistical approach for creative performance decisions.
Ad Testing Survey Questions: What to Ask Consumers to Get Reliable Creative Performance Data
The ad testing survey questions that produce reliable creative performance data, the questions that produce misleading results, and why question order determines data quality.