87 Kellogg Insight the campaign will be, then you need to have a control group. Only by having a control group do you actually know the counterfactual: what would have hap - pened had you not run the campaign. INSIGHT: OK, so you run an experiment with a randomized control group, and now you know how effective that par - ticular campaign is. What do you do next? You don’t have that same level of data about the other channels in which you may be interested in advertising, such as print or television. GORDON: That’s right. A bigger chal - lenge is definitely knowing what to do with the information you get. I think that’s where a lot of advertisers haven’t cracked the nut yet. Brands are looking closely at their marketing budgets and asking, “For every dollar I spend, am I getting more than a dollar back? And if that’s not the case, then should I be spending it else - where?” But now they’re spending it in lots of different buckets, and in some of those buckets it’s easier to measure the returns than in others. So how do you, Brands are looking closely at their marketing budgets and asking, ‘For every dollar I spend, am I getting more than a dollar back? And if that’s not the case, then should I be spending it elsewhere?’ BRETT GORDON Based on insights from Brett Gordon