Choose When a Geo Test Fits
Decide whether a geo experiment is appropriate for a measurement question.
Measurement call A regional CTV campaign has high vendor-reported lift but weak user-level tracking. The team needs a causal read before scaling nationally. Geo-test fit screen A geo test works when spend and outcomes can both be varied and read at the market level. Vary by geo, match controls, protect the read from spillover. Node 1 CTV spend can be bought by metro area, but the vendor prefers national delivery. What do you check first? Node 2 The ecommerce team can report revenue by DMA, but retail partners report only national totals. What is the next consequence? Node 3 Two…
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