Experiments as a Service

Our Experiments as a Service (EaaS) makes running high-quality experiments simple. Our team handles everything, from experiment design and pre-testing to execution, analysis, and reporting.

Comprehensive end-to-end experiment management

Central Control's expert team manages your entire experiment process:

  1. Experiment Design: We craft experiments tailored to your specific business questions, selecting the optimal methodology from our extensive toolkit

  2. Statistical Pre-Testing: We conduct power analysis to ensure your experiment can reliably detect meaningful effects

  3. Design Documentation: We create comprehensive experiment plans that align all stakeholders on objectives, methodology, and success criteria

  4. Experiment Execution: We manage implementation across channels and platforms, ensuring proper targeting and delivery

  5. Analysis & Reporting: We deliver clear, actionable insights about incremental performance and ROI

  6. Benchmarking & Meta-Analysis: We contextualize your results against industry norms and your historical performance

Proprietary Rolling Thunder Methodology

Central Control's proprietary "Rolling Thunder" design is our statistically strongest approach, offering:

  • Minimal Business Disruption: Only a subset of markets are in test at any given time

  • Enhanced Statistical Power: Multiple independent contrasts across time and treatment arms

  • Reduced Sensitivity to Outliers: Staggered implementation minimizes the impact of time-based anomalies

  • Risk Mitigation: Built-in safeguards protect your business from significant revenue impacts

Experiment Designs

In addition to Rolling Thunder, our platform and experiments-as-service support a number of campaign designs out of the box, with additional methodologies available through consulting services. Design frameworks include:

  • Geo Experiments: Randomize media exposures by DMAs, Cable Zones, or ZIP Codes.

  • Multi-Armed Designs: Test 3 to 8 randomized groups to compare media vendors and various other campaign conditions.

  • Block & Stratified Randomization: Ensure even distribution of experimental groups based on key criteria.

  • A/B Tests: Compare two creative treatments or tactics for optimal ROI.

  • Factorial Design: Measure combinations of factors to assess interaction effects and individual performance.

  • Intensity Tests: Test different media weights to find the optimal frequency for MMM calibration.

  • Crossover Design: Alternating test and control conditions within the same audience

  • User & Household-Level: Randomize exposures by user, device, account, or household units, where applicable

  • Ghost Ads: Design, pre-testing, documentation and benchmarking for “sales lift” tests by programmatic media.

  • Multivariate Analysis: Enhance experiments with statistical methods that include MANOVA, regression, and Difference-in-Differences.

Universal applicability across channels and industries

Our EaaS offering works across:

  • All Media Types: TV, search, social, programmatic, CTV, OOH, audio, and more

  • All Industry Verticals: CPG, retail, finance, technology, automotive, travel, and beyond

  • Multiple KPIs: Sales, foot traffic, brand metrics, app downloads, TV tune-in, and more