How CMOs Use Geo-Experiments to Prove Ad Impact

In this episode of The CMO Podcast, Lucas and Luna drill into one of the most underused tools in a marketer's kit: geo-experiments. They break down how brands like Walmart and Uber ran controlled tests across regions to measure true incrementality, why geo holds up where lift studies fail, and how a national coffee chain discovered that 38 percent of their TV spend was wasted. Along the way, they touch on budget allocation, the rise of geo as a complement to marketing mix modeling, and practical steps for CMOs to run their first geo test without a PhD in statistics. Tune in for a concrete, no-fluff look at how running experiments across markets can change the way you justify every dollar of spend. #GeoExperiments #Incrementality #MarketingMeasurement #CMO #AdAttribution #MarketingBudget #Walmart #Uber #MarketingMixModeling #TVAdvertising #DataDrivenMarketing #Experimentation #ROI #MarketingStrategy #Podcast #FexingoBusiness #BusinessPodcast #Marketing Keep every episode free: buymeacoffee.com/fexingo