Geo Experimentation: How to Measure the Incremental Impact of Marketing
Marketing is a high-risk, high-reward investment for companies. On the one hand, effective marketing can have a significant impact on a product’s growth. On the other hand, marketing often involves massive budgets, making it critical to invest those resources where they can generate the greatest impact. As analysts, our goal is to determine whether, and to what extent, marketing investments actually drive incremental impact. How can we do that? In this blog, we introduce geo experiments, a powerful statistical approach for measuring the incremental impact of marketing campaigns. We’ll walk through what geo testing is, when it should be used, and why it can provide a more reliable measure of causal impact than common attribution models. If you’re looking for a robust way to measure the true impact of your marketing campaigns, this is where you should start.
