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Taking Control Of Control Groups

Implementing and maintaining an enterprise-wide control group strategy can be a difficult and confusing process. This presentation will address how to simultaneously manage Universal, Longitudinal, and Campaign level control groups in order to achieve valid and actionable measurements. The importance of Executive Sponsorship will also be discussed with relation to “top-down” Control Group construction. Lastly, common obstacles to running a successful measurement program will be identified and preventative measures to avoid these roadblocks will be discussed. 

Eric callahan
Eric Callahan
Director, Performance Analytics

Experienced thought leader in the field of strategic analytics. Makes analytics accessible to a non-technical audience using strong communication skills to remove the intimidation factor. Skilled at overseeing the building, implementation, and measurement of analytic tools which drive business results.

Eric Callahan
Director, Performance Analytics

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