Incorporating geo-testing as a measurement approach can help brands glean valuable insights irrespective of identity resolutions.
Despite marketers now having access to granular measurement insights, geo-testing is worth re-considering, especially as the industry slowly moves towards a cookieless web. The author recommends using geo-testing to experiment for or optimise media for incrementality.
Geo-testing is particularly useful as it is cohort-based and doesn’t need to depend on user-level data. However, it has historically been thought of as an “overly-complex” and expensive method. While it may not be a “surgical” option, geo-testing’s costs have come down, making it an accessible option.
With the standardisation of first-party data solutions far off in the future, geo-testing could be adopted in the face of tracking restrictions. Brands that spend particularly heavily on TV and radio can benefit from geo-testing.
[4 minute read]
