Experiment Designer
Central Control’s Experiment Designer (ExD) platform simplifies the process of running and analyzing ad experiments. ExD automates best practices for randomized controlled trials (RCTs) with a step-by-step workflow for running high-quality experiments.
Design
Easily set up experiments with tailored designs and parameter settings for all major media.
Pre-Test
Conduct power analyses to ensure your experiment has sufficient power to detect meaningful results.
Align
Automatically generate and distribute a comprehensive Design of Experiment (DoE) PDF for stakeholder alignment.
Manage
Automate execution with CSV uploads, CRM system data extracts, and ongoing campaign updates.
Analyze
Get automated analysis tailored to your experimental design, with results supported by summary statistics.
Receive CFO-friendly reports with smart editorial highlights, charts, and graphs for clear decision-making. Ready in minutes after experiments conclude.
Report
Compare performance against internal and anonymized industry benchmarks to project outcomes, hone MMM, and improve future campaigns.
Benchmark
Media Channels
Central Control enables randomized controlled trials (RCTs) across a wide range of media. Experiments can be conducted in individual channels, and across multiple media types, including:
Linear TV
CTV
Out of Home (OOH)
Retail Media
Search
Social
Programmatic
Experiments may be configured with custom and non-traditional media types, both digital and offline.
Key Performance Indicators (KPIs)
Experiments may be set up to test the impact of advertising on any number of KPIs, including:
Conversions
Sales
Online engagement
Foot traffic
Brand lift
TV tune-in
Central Control’s Experiment Designer is easily configured to track custom KPIs specific to an advertiser’s business.