Here’s a quick primer on when you can use a test vs. control (or experimental design) and when you should go for a fully specified regression model.
Test when you:
well, none of the above are true, and…
Many of our clients have successfully used both an annual marketing mix modeling program alongside of regular testing capabilities for smaller in-market or heavy-up tests. Testing capability can usually reside in an internal team’s capabilities, while advanced modeling is usually best done externally.