Michael Grigsby's Articles on Martech Zone

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Michael Grigsby

Mike Grigsby has been involved in marketing science for over 25 years. He was marketing research director at Millward Brown and has held leadership positions at Hewlett-Packard and the Gap. With a wealth of practitioner experience at the forefront of marketing science and data analytics, he now heads up the strategic retail analysis practice at Targetbase.
  • MarCom Valuation: An Alternative to A/B Testing
    Michael GrigsbyJul 22, 2020

    MarCom Valuation: An Alternative to A/B Testing

    So, we always want to know how marketing communications ( MarCom ) are performing, both as a vehicle and for individual campaigns. In evaluating MarCom, it is common to employ simple A/B testing. This is a technique wherein random sampling…