Ads Incrementality & Campaign Analyst-ad impact testing & optimization tool

Example

A retailer wants to test if their store refurbishments in Denmark resulted in increased sales compared to stores in other European countries. By using GeoLift and Bayesian models, the company can establish a synthetic control group of comparable stores in other regions and measure the 'lift' in sales due to the refurbishment.

Scenario

In a scenario where regional sales need to be evaluated post-intervention (e.g., new store layouts), GeoLift can be used to calculate the sales uplift attributable to the refurbishment program, allowing companies to make confident decisions about whether to roll out similar programs in other regions.

Example

A global company launches a marketing campaign across multiple channels (TV, social media, and email) but wants to know the impact of each channel on overall sales. Using Bayesian Hierarchical MMM models, they can evaluate the Return on Ad Spend (ROAS) for each channel, taking into account media saturation, carryover effects, and geographical differences.

Scenario

In real-world media campaigns, businesses often struggle to identify which marketing channels deliver the best returns. MMM enables them to allocate future ad budgets more effectively by identifying which channels drive the most incremental sales and which ones may have diminishing returns due to overexposure.

Example

While analyzing advertising data, a company notices that the variance in sales residuals increases with higher ad spend. By applying Breusch-Pagan or White tests, they detect heteroscedasticity and apply corrections using Weighted Least Squares (WLS) or Feasible Generalized Least Squares (FGLS) to ensure that their model estimates are efficient.

Scenario

This is crucial when analyzing time-series sales data where variance may change over time. Correcting for heteroscedasticity ensures accurate parameter estimates in models used for budgeting or strategic planning, making sure businesses avoid biased recommendations.