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Overcoming Bias Commenter's avatar

We do. In fact, we always do - we have to. You can't buy every ad spot and every poster and every banner in every town and city across the entire country. So you run a campaign in select cities or even select neighbourhoods, if you can afford that granularity of analysis. You then compare it to reasonably similar cities/towns/neighbourhoods, and analyse the sales in those areas. This can be done with both offline and online advertising - doing this kind of analysis is kind of a central part of our job.

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Rob's avatar

I was thinking more their impression that ads work on average, even though they can't know whether their own ad in particular has worked.

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