At least in e-commerce it’s very much possible. The company that I work for does such experiments regularly (there’s a dedicated Data Science team for measurement) and I’ve personally been involved in lift studies for Google Ads. They work, you just have to be careful with the ‘how much’ combined with ‘for what’.

Happy to chat with anyone who is interested in the topic (pfalke at pfalke dot com).

Haven’t had a chance to listen to the podcast, apologies if that made me miss the point of the parent post!