Abstract:

This work consists of a meta-analysis compiling learnings from different advertising sales experiments that ran in Latin America between 2017 and 2018. By contrasting results of measurements performed with advertising campaigns, we aim to elucidate how different marketing practices contribute to generate brand sales. Measurement methodologies consist of different approaches, for which we provide detail. Our conclusions are towards (1) validating effectiveness of different advertising practices based on evidence produced by experiments and (2) the adoption of a “test-and-learn” mindset, where brands continuously generate evidence of how their advertising practices work to produce results, is fundamental to growth in a rapidly changing environment.