Central Control, Inc.

Advertising experiments, done right, made easy. Consulting and software to help brands measure true incremental ROI more accurately via quality ad experiments.

[Rick Bruner 📈 @rickbruner]

The only real ROAS is experiment-based, incremental ROAS.

Accept no quasi-experimental imitations.

[Central Control, Inc. @_CentralControl]

Testing theme songs.

https://t.co/COA4dqNpUm

[Rick Bruner 📈 @rickbruner]

Thanks to @MarcJGoldberg for including me in his Trust Web Interview Series! I wax on about advertising experiments (natch), the @ResearchWonks, and visions of the days when we're back to airports and concert halls!

https://t.co/utgjkrn64d

[Research Wonks @ResearchWonks]

Announcing "Measured Response" our new #podcast on #advertising, #marketing & #media #measurement, #research, #analytics & #datascience

Ep 1: @rickbruner @SKTornquist w @aripap @BeeswaxIO re "dead pool", NYC startups & more + @MarcJGoldberg @method_mi

https://t.co/z3Tx3YADyN

[Central Control, Inc. @_CentralControl]

Our CEO's side hustle. Give a listen.

[Rick Bruner 📈 @rickbruner]

Thrilled to announce our #newpodcast: @ResearchWonks' "Measured Response": convos w leaders in #advertising & media w focus on #measurement & #research.

Ep 1 features @aripap @BeeswaxIO on #startup tale, NYC #adtech, TV, "dead pool", & >

https://t.co/y1lYPXXNiI

(Pls RT)
1/3

[Rick Bruner 📈 @rickbruner]

Happy to be an expert source in @eMarketer's new report "Ad Measurement and Revenue Attribution 2021." I wish it went deeper on experiments (of course), but these two charts show just what a burning priority accurate measurement is for advertisers.

https://t.co/OgbZhhl8V8

[Rick Bruner 📈 @rickbruner]

Good New Year's resolution from @ThinkwithGoogle

One question: why no "ghost ads" for paid search?

Also, @avinash, I recommend you have a look at @the_ARF's "RCT-21" study. I'll shoot you the methodology doc, if you're interested.

https://t.co/tQAf4sgp0v

[Rick Bruner 📈 @rickbruner]

"Of primary concern to advertisers is the potential cannibalization of free organic clicks by paid search clicks... Cost per click does not provide a
complete picture... A more useful metric is the cost per incremental click."

Google researchers, 2011

https://t.co/jCSrgxvpSG

[Rick Bruner 📈 @rickbruner]

Facebook Private Computation Framework for RCT: so intuitive!

"Cryptographic methods help two parties, Alice & Bob, compute a function on each of their secret inputs and receive outputs...a garbled circuit-based 2pc program."
https://t.co/p4GkIyYI6o

And nice privacy example.

[Rick Bruner 📈 @rickbruner]

From "Great lessons in 'Correlation is not Causation'," I came across this one over the weekend. No, Lefties do not die younger than Righties, at least not as described by this classic case study in bad research.

https://t.co/IMM8zYPepZ

[Central Control, Inc. @_CentralControl]

https://t.co/pnLkFpEaub

[Rick Bruner 📈 @rickbruner]

My expanded comments on the @Freakonomics two-part episode, "Does Advertising Really Work?"

Reminds me of: "How many psychologists does it take to screw in a lightbulb?" A: "One. But it will take a long time, and the lightbulb must want to change."

https://t.co/TL0OYFUQIM

[Rick Bruner 📈 @rickbruner]

I liked the reference to the "Principal-agent Problem," underscoring that everyone in the industry other than the brand (the CFO really) has a vested interest in supporting the flawed ROI measurement of the status quo.

https://t.co/0dEUJaRf7c

[Rick Bruner 📈 @rickbruner]

I just finished listening to the recent two-part @Freakonomics podcast, "Does Advertising Actually Work?" In answer to that provocative question, let me say I would have given my left nut to run an ad for @_CentralControl on those episodes.

https://t.co/TlZhdRK9iq

[Garrett Johnson @garjoh_canuck]

"While business experimentation is — rightfully — framed as a gold standard by scholars and leading practitioners, [...] Only 12.6% of the 6,777 companies we looked at had conducted a recent RCT"
https://t.co/rPxqfw09AY by @julian_runge

[Central Control, Inc. @_CentralControl]

TMI

[Rick Bruner 📈 @rickbruner]

I just finished listening to the recent two-part @Freakonomics podcast, "Does Advertising Actually Work?" In answer to that provocative question, let me say I would have given my left nut to run an ad for @_CentralControl on those episodes.

https://t.co/TlZhdRK9iq

[Rick Bruner 📈 @rickbruner]

It almost argues for validation of self-reported lift by the big media companies, using some independent experiment mechanism...

https://t.co/tQAf4sgp0v

[Central Control, Inc. @_CentralControl]

Hear our CEO, Rick Bruner, in conversation with many industry luminaries about what comes next for advertising measurement.

With @DISQO @the_ARF @1800flowers @vevo @Roku @havas @Econsultancy @Video_Amp @joelrubinson @ResearchWonks

[DISQO @DISQO]

Speak with the head wonk himself, @rickbruner, at the @ResearchWonks inaugural event sponsored by DISQO. Register today! #AdMeasurementNEXT https://t.co/6ZQh5IzD53

[MediaVillage.org @MediaVillageOrg]

@BillHarveyMedia and @RickBruner explain how companies are changing marketing models to stay afloat amid waves of #Covid, how @CocaCola became first to shore, the medical mindset marketers may need to adopt and provide insight on @The_ARF’s RCT21 Program.

https://t.co/aUNzpMBCUu