How Geo Experiments Fix Broken Attribution Models

Episode 38 of Marketing Analytics with Fexingo. Lucas and Luna dig into geo-based incrementality testing — why running controlled experiments across geographic regions is the gold standard for measuring true ad lift. They break down a real example: how a national quick-service chain used city-level test-and-control markets to isolate the impact of a new digital campaign, uncovering that their multi-touch attribution model had overstated mobile display ROI by 40 percent. They explain the minimum viable setup: at least 20 matched DMAs, a 70-30 split, and four to six weeks of runtime. They also discuss common pitfalls like competitive spillover and seasonality bias. No clickbait, just practical analytics for marketers who want to stop guessing and start measuring. #GeoExperiments #IncrementalityTesting #MarketingAnalytics #Attribution #AdLift #TestAndControl #DMA #QuickServiceChain #MobileDisplay #ROI #MarketingMeasurement #DataDriven #CampaignMeasurement #FexingoBusiness #BusinessPodcast #Marketing #Analytics #ExperimentDesign Keep every episode free: buymeacoffee.com/fexingo