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

Geo Match Market Incrementality Testing: A Practitioners Guide

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