Measuring Marketing Outcomes (Part 1)

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There are three common methods for measuring marketing outcomes: Test versus control analysis, regression analysis and probability analysis. Test versus control analysis is the gold standard because it provides the most accurate assessment of promotional impact. Regression analysis can be a useful tool for identifying promotional relationships but results should be interpreted with caution since correlation does not imply causation. Finally, probability analysis can be useful for estimating the promotional impact of programs that have yet to be implemented.

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