How does experimentation contribute to a best-in-class measurement approach?

Question: How does experimentation contribute to a best-in-class measurement approach?

● Experiments are a way to validate and test insights.
● Experiments are used to drive a macro budget strategy.
● Experiments help assign credit across touchpoints.
● Experiments assist in the collection of multiple data points.

The right answer was: Experiments are a way to validate and test insights.

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