Hypothesis testing, whether it’s a split test or lift test, is definitely a piece of our marketing strategy.

Split tests help answer the day-to-day optimizations, like ‘do ads with images outside generate more clicks than ads with images inside?’, while lift tests help answer broader questions like, ‘are my ads driving incremental sales?’.

I’ve been learning about Media Mix Modeling and regression definitely plays a role. These types of models require a higher volume of data and years worth of information to be really good, and they’re only applicable for advertisers that meet those requirements.