WEBVTT

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In an earlier module,

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we discussed the more common
analytic methodologies used in business.

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Remember that most business problems
are solved using

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correlation methodologies.

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Within the correlation methodologies,

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you'll most often bumped
into testing and regression.

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While testing exposes
the causal relationship between changes

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in a particular variable
and the outcome.

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With fixed variables,
regression is used to find correlations,

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on average, between different variables.

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We'll take a deeper dive
into both testing and regression,

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explaining the what and the how,
while focusing on important complications

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such as confounding variables, control
variables, and significance.

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The most important part of this module

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is learning how to set up a good test.

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As marketers, we are responsible
for explaining the return on the money

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we are spending.

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We also have to understand
the right mix of media,

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and stay ahead of trends and new ways
to reach consumers.

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A solid testing methodology enables

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easy comparison and constant innovation.

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As your assignment,
you'll be asked to answer

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the questions
for a sample media mix analysis.

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The analysis will show
the impact of different forms of media,

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and you will answer questions
about media performance,

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finally recommending a new media strategy.

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Good luck.