Geo Match Market Incrementality Testing: A Practitioners Guide
A valuable resource for marketing professionals seeking to enhance their understanding and proficiency in assessing the incremental impact of geo-targeted marketing campaigns.
Course length : 150+slides and ~8 hours of video
$149

Course contents:
Orientation Around The problem - What Are We Solving For?
- [Slides] - M^2 - Advanced Attribution Foundations
- [Video] - What Ails Attribution Today?
- [Video] - How To Make Advanced Attribution Operational Today?
- [Video] - What is Incrementality Testing?
Geo Match Market Testing - An Introduction
- [Slides] - M^2 - Incrementality Testing Primer
- [Video] - Incrementality Testing Primer - Geo Testing
- [Video] - Incrementality Testing Primer - Audience Split Testing
- [Video] - Incrementatlity Testing Workflow
- [Video] - Geo Match Market Hold Out Testing
- [Video] - Diminishing Returns
Deep Dive Into Geo Match Market Testing
- [Slides] - M^2 - Incrementality Testing Deep Dive
- [Video] - Skit 1 Distilling Testing Requirements - A DTC Brand Example
- [Video] - Skit 2: Distilling Testing Requirements - A Mature Brand Example
- [Video] - Objectives Are Fluid
- [Video] - Geo Match Market Testing Process - Test Design
- [Video] - Geo Match Market Testing Process - Test Flight
- [Video] - Geo Match Market Testing Process - Test Reads
- [Video] - Geo Testing Process: Test Design
- [Video] - Geo Testing Process: Test Reads
Facebook Geo Lift Library - Demo
- [PDF] - M^2 - Sample Counterfactual Outputs - Facebook Geo Lift Model
- [Video] - Facebook Geo Lift Library Demo
- [Video] - Sample Code for Market Selection & Counterfactual Predictions - Facebook Geo Lift
Case Study: The Perfect Jean | Facebook + TikTok | Geo, MMM, MTA, PPS
- [Slides] - M^2- Case Study: Facebook + TikTok | Geo, MMM, MTA, PPS
- [Video] - Class Discussion: Facebook+Tiktok - Geo+MMM+PPS - THE PERFECT JEAN - Part 1
- [Video] - Class Discussion: Facebook+Tiktok - Geo+MMM+PPS - THE PERFECT JEAN - Part 2
- [Video] - Class Discussion: Facebook+Tiktok - Geo+MMM+PPS - THE PERFECT JEAN - Part 3
- [Video] - Class Discussion: Facebook+Tiktok - Geo+MMM+PPS - THE PERFECT JEAN - Part 4
Case Study: Retail Brand | PMAX vs Standard Shopping Geo Incrementality Test
- [Slides] - M^2 - Case Study: Standard Shopping vs PMAX | Educator: Daniel Pahl
- [Video] - Shopping Case Study by Daniel Pahl
Case Study: Electronics Hardware Brand | TV Case Study
- [Slides] - M^2 - Case Study: TV Geo Test
Case Study: Electronics Hardware Brand | Brand Search Split Test
- [Slides] - M^2 - Case Study: Brand Search Geo Test
Geo Spatial Analysis
- [Video] - Ken Sheehan's Lecture : Introduction to Geospatial Census data for marketing
- [Video] - M^2 Case Study : Targeting Opportunity Zip codes Identified by Geospatial Analysis - Using Facebook Reach and Frequency Campaigns
Conversations
- [Video] - A Data Architect's Perspective
- [Video] - Domain Knowledge Helps Shape Geo Selection
- [Video] - How Hard Is It To Select Markets For Geo Testing?
- [Video] - Channel-Specific Nuances In Designing Incrementality Tests