Geo AB Test
AB test on different geo zones
AB Tests are powerful tools to analyze the effectiveness of a media plan. But it must follow defined steps to reach its goal.
What are geo AB tests
We’ll define a control group (= 1 or several geographical zones) and an exposed group. The control group won’t see the ad. The exposed group will.
We’ll analyze the results of both zones and see if the advertising has an impact on sales (or revenue).
If the process seems quite easy, we must take precautions
Bonus : calibration of the Marketing Mix Model
The insights found during a geo AB test can be used to calibrate a Marketing Mix Model. It is a process that increases the accuracy of the MMM, making both analyses very complementary.