Gartner Research

Use Holdout Tests to Measure Marketing Channel ROI

Published: 28 May 2019

ID: G00378831

Analyst(s): Joseph Enever

Summary

Marketing leaders seek to determine their marketing channels’ ROI, but often overlook a simple and cost-efficient way to achieve it — holdout testing. Prove marketing channel ROI and make better financial decisions by designing, executing and measuring strong holdout tests.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Gain Testing Buy-In From Stakeholders
    • Use Examples and Case Studies to Describe Holdout Testing
    • Explain How Holdout Testing Can Help Justify New Initiatives and Assist Budget Prioritization
    • Allay Stakeholders’ Concerns About Losing Revenue
  • Take Five Steps to Design and Measure Great Holdout Tests
    • Step 1: Align Your Tests With a Business Outcome
    • Step 2: Segment Similar Audiences Into Testing Groups
    • Step 3: Choose Your Testing Window and Test Duration
    • Step 4: Effectively Measure Your Holdout Tests
    • Step 5: Commit to Abide by Results

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