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The Mobile User Acquisition Show
😍Geo-lift tests, incrementality, and other flavors of post-ATT measurement with Aayush Sakya (Head of UA at Earnin) 😎
Aug 17, 2023
Aayush Sakya, Head of UA at Earnin, shares insights on measurement post-ATT, including structuring geo-hold out tests and evaluating SKAN campaigns. They also discuss reviewing creative performance, managing expectations with incomplete data post-ATT, and building trust with stakeholders. Aayush introduces Earnin, a FinTech company providing on-demand access to earned income.
19:32
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Quick takeaways
- To prove the impact of advertising spend, marketers should focus on driving incremental performance and measure it through geo lift tests.
- Evaluating the true impact of each channel and understanding their collective effect on customer behavior can be achieved through marketing mix modeling (MMM) based on geo holdout tests.
Deep dives
Measurement post-ATT
Marketers should focus on driving incremental performance and measuring it to prove the impact of advertising spend. Running a geo lift test, where ads are stopped in specific areas, is an effective way to measure true incrementality.
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