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17min chapter
#16 Are Your Ads Bringing Incremental Value? Dominic Williamson, Director of Marketing Strategy and Analytics at Instacart
Always Be Testing
The Importance of Geo Level Testing
This chapter discusses the use of geo level tests as a type of holdout test in measuring the value of marketing. It explains the transparency and intuitiveness of geo level tests, while acknowledging their drawbacks. The speakers also highlight the challenge of balancing measurement needs with campaign impact.
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