Training Services

Central Control's expert-led training programs empower your organization to implement gold-standard measurement practices that reveal the true incremental impact of your marketing investment. Our training workshops and offerings teach advertisers, agencies, and researchers the fundamentals of RCTs and ROI measurement. Learn why traditional methods like marketing mix models (MMM), attribution models, and quasi-experiments fall short when it comes to making million-dollar decisions. We cover which types of experiments work best across media channels and KPIs, and how RCTs can complement MMM and multi-touch attribution (MTA).

Why incrementality training matters now

Traditional measurement approaches—from multitouch attribution to marketing mix modeling—fall prey to the fundamental "correlation is not causation" problem. Without experimental validation, you're optimizing against signals that may have little relationship to actual sales impact.

Our training programs bridge this critical gap, showing your teams how to implement and scale randomized controlled trials (RCTs) across campaigns using the same scientific methodology that has guided decision-making in medicine, agriculture, and other fields for decades.

Bespoke Training Modules

Our comprehensive training programs are tailored to different stakeholders within your organization:

Executive Leadership

  • Understanding the business impact of evidence-based measurement

  • Building an experimentation culture from the top down

  • Interpreting experimental results for strategic decision-making

  • Case studies: How leading brands transformed marketing ROI through incrementality

Marketing Team Workshops

  • Fundamentals of incrementality measurement

  • Designing experiments that answer specific business questions

  • Implementing the "Rolling Thunder" framework for continuous testing

  • Translating experimental insights into tactical optimizations

Data Science & Analytics Specialization

  • Statistical foundations of experimental design

  • Power analysis and sample size determination

  • Advanced analysis techniques for geographic experiments

  • Integrating experimental results with existing measurement frameworks

Central Control Educators

Our training is built on decades of experiments conducted for Fortune 500 brands combined with deep academic experience in applied research. Led by industry veterans who pioneered incrementality measurement at Google, Amazon, Adobe, Microsoft and more, our programs deliver practical knowledge that can be implemented immediately.

Our expert trainers include:

  • Rick Bruner - CEO, with 25+ years experience leading research and product organizations at Google, DoubleClick, and Viacom

  • John Chandler, PhD - Head of Data Science, who invented Microsoft's GRP & Reach Forecaster and pioneered multitouch attribution

  • Talgat Mussin - Sr. Consultant, who has run 1000s of experiments for advertisers representing billions in media spend