Leadership wants proof that campaigns create demand, not only collect conversions. You can buy an incrementality product or build geo tests yourself. In my experience there is no off-the-shelf software that runs an MMM or an incrementality test for you. Every test is an analysis project. Open-source tools like Meta's GeoLift and Google's Meridian (and GeoX), plus an AI assistant, can streamline the DIY path. You still need to chat with your data.
Key moments
- 0:00 Buy an incrementality product, or build geo tests and audience holdouts in-house?
- 0:55 There is no off-the-shelf software that runs an MMM or an incrementality test. Everything is an analysis project.
- 1:07 Even when you hire a company, you still review the analysis together. Skip the nuance and you can swear by a result that missed a key factor.
- 1:46 Open-source GitHubs (Meta GeoLift, Google Meridian / GeoX) plus an AI assistant can plan a test with your spend and sales.
- 2:26 I like Google Analytics for DMA-level orders and revenue. Shopify or a first-party warehouse gets you state-level at best.
- 3:12 You will not double-click a UI into a trustworthy test. You still need to chat with your data.
- 3:42 Get the GitHubs in place and try it yourself, or reach out with questions.
What this video covers
This video answers a buy-vs-build question for geo and incrementality testing. It does not walk through designing a holdout. For that, start with the incrementality testing framework for DTC brands, then the companion Watch on geo incrementality testing. When you need the comparison design, see matched market vs synthetic control. For a quick size check, use the geo-test calculator. If you want the work run with you, see incrementality testing for DTC brands.
Read the related guide: Incrementality Testing Framework for DTC Brands
Geo Incrementality Testing: Can This Channel Prove It Created Sales?