Master Marketing Experimentation with Confidence
Who Is This Course For?
This course is designed for marketers, brand analysts, growth strategists and performance marketers who want to master the science of marketing experimentation.
If you have ever wondered, “Did our campaign truly move the needle or was it just noise?”, this course will give you the tools to answer with confidence.
No prior statistical or coding background is required.
We start from the ground up – explaining how to design, run and interpret real-world experiments in both digital and offline marketing environments.
What Makes This Course Unique?
Interval-based hypothesis testing:
We teach why marketing decisions should rely on intervals of effect rather than binary “significant / not significant” results.
You will learn how to interpret confidence intervals, credible performance ranges, and uncertainty margins — reflecting marketing reality.
Inspired by clinical trials robust design:
The course applies the same rigor used in medicine to marketing !!
Superiority testing – to prove your campaign outperforms the baseline.
Equivalence testing – to check if two strategies perform similarly.
Non-inferiority testing – to confirm a new campaign isn’t worse than an old one but costs less or scales better.
Inclusion of ITSA (Interrupted Time Series Analysis)
You will learn how to analyze marketing interventions when randomization and control market selection isn’t possible — measuring pre and post impact while controlling for trends and seasonality.
We will also show how ITSA complements geo-testing and incrementality measurement.
How to Select a control Market:
For the first time, a course will teach you the art and science of selecting a control method. We teach you the innovative Dynamic Time Warping (DTW) technique for control market selection.
We use it for clients regularly.
What will you learn?
Foundations of Experimentation
- Why experiment? Understanding business and statistical motivations
- Test vs Control, Randomization, and Sampling Design
- Fixed, Random, and Mixed Effects Models
- The concept of Statistical Power and detecting meaningful lift
Designing Real-World Experiments
- A/A testing as calibration
- Avoiding pitfalls like Sample Ratio Mismatch (SRM), peeking bias, and spillover
- Choosing between user-level, geo-level and time-based designs
Modern Hypothesis Testing
- Understanding interval-based inference
- Framing business hypotheses correctly
- Superiority, Equivalence, and Non-Inferiority Testing — principles borrowed from clinical trials, applied to campaigns.
Incrementality & Lift Measurement
- Geo testing and lift studies for real-world media
- Golden time to experiment — understanding timing and exposure
How Do We Teach?
- Our approach is practical, intuitive and marketing first.
- Every module uses relatable and real marketing examples:
- Product launches and brand campaigns to explain pre-post evaluation.
- Regional promotions for geo-based experimentation.
- ITSA demos.
- Live sessions in R, Python, and apps to simulate and analyze experiments.
- Each concept is reinforced with hands on exercises, so you leave with both understanding and implementation skill.
Bonus Tools – Learn by Doing
By the end of this course, you won’t just know how to run tests –
you will know how to measure true lift and have confidence in every marketing decision you make.
What You’ll Gain
- Deep understanding of modern marketing experimentation frameworks
- Mastery of interval-based and clinical-grade hypothesis testing
- The ability to apply ITSA and AdstockITSA.
- Skills to design experiments that inform real budget and media decisions.
- Certificate of Completion + lifetime access to course material.
Featured Course
Experimentation Course
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