by InsightExpress March 29, 2012
We are very excited that yesterday the ARF chose to honor our own Jerome Shimizu as a finalist for their 2012 Great Mind Awards. To quote them, “The ARF Great Mind Awards recognize and celebrate individuals who contribute to the excellence and advancement of advertising research across several categories.”
Jerome, who holds the position of VP, Director, Data Sciences here at InsightExpress, was selected for recognition as a finalist under the “Innovation” category. He was nominated by Marc Ryan, our EVP, Chief Research Officer, for his role in the creation of our patent pending Universal Control methodology for use in quasi-experimental design advertising effectiveness studies.
Universal Control is a new method for developing a control group for measuring advertising effectiveness with several key benefits.
- Universal Control is pre-calculated before actual ad exposure.
- This pre-calculated control group assignment is closer to the theoretical ideal experimental design and matches are available in real time at very high scale.
- Universal Control employs an intelligent twinning (multi-dimensional matching)process that improves stratification and the internal integrity of test and control group distributions
Clearly, the ARF – and Jerome’s colleagues at InsightExpress – are enthusiastic about these contributions to the industry. There’s a lot more to lo learn more about Universal Control, so for further details please contact us through the InightfulAnalytics blog or at info@insightexpress.