Geo Match Market Incrementality Testing: A Practitioners Guide

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