
Marketing
Beyond Vanity Metrics: Driving Results with Eppo’s Email A/B Testing
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With higher standards for marketing ROI, measuring with high rigor is critical – but often painful. When it comes to geotesting, the emerging “gold standard” way to attribute marketing initiatives to the business results they generate, teams have been stuck choosing between quick but wrong approaches or complex statistical methods that few understand and take forever to launch. Eppo Geolift changes this.
Geotesting aims to answer the question: "What would have happened without the campaign, creative, or tactic I'm testing?" We all know A/B tests, where groups of individual users are randomly and evenly split up, so that any differences observed can be attributable to the intervention being tested. Geotesting comes into play when one can’t randomize at a user level, like in many advertising and marketing situations. It enables you to measure the true causal contribution of your marketing to business results, supplementing methods like multi-touch/click/view attribution or vanity metrics like visits/views.
Before a new wave of geotesting tooling arrived, teams were limited to two imperfect approaches, namely manually-created matched market tests and open source packages like CausalImpact:
Matched Markets: Manually pairing treatment with control regions (Chicago with Milwaukee) using simple metrics like similar sales numbers.
CausalImpact: Data science teams with expertise in casual inference often use this open-source package from Google, but it falls short in key areas when used at scale:
(Plus, CausalImpact hasn’t been substantially updated since 2022!)
Eppo Geolift is a new-wave geotesting tool that guides you through the process, brings next-generation statistics to the problem, and makes results visible and readable.
Improving workflows is not very valuable unless the statistics and data behind them are trusted. For that, Eppo Geolift’s methods build upon approaches like CausalImpact by:
Eppo Geolift introduces enormous workflow improvements that help teams work together and a number of advanced statistics features that drive more reliable results.
An omnichannel retailer faces measurement, coordination, and governance challenges across teams and channels – how can the performance team, brand team, and data science get on the same page? As examples:
Eppo Geolift solves both teams’ problems with its flexible statistical model. For the YouTube campaign, the specific advertising improvements delivered a tighter 5-10% range for the YouTube campaign. For the billboard campaign, incorporating the delayed effects of advertising revealed the campaign was working as expected. Many digital-native teams are used to the immediate feedback provided by last-click attribution, but that advertising effects, especially for out-of-home and linear television, can take up to 2-3 weeks to show up fully, and can make the difference between scaling or canceling a campaign.
A DTC brand's marketing team wanted to test different TikTok creatives. Past experience working on geotesting left them hesitant: "Last time we worked with data science on a geotesting plan, it took them three weeks to turn something around with us spending a lot of time explaining basic things. When we needed to change the plan due to changes in OOH activation plans, they said we'd have to wait another two weeks, and by that time, we ran out of time to do the test before the holidays, and we had to just keep rolling with our attributed results.”
With Eppo Geolift, they set up their test in one day. Eppo guided them through region selection with clear visuals and tradeoffs everyone could understand, and got the test launched. They discovered their UGC creative outperformed the big-agency “safe” version with a 37% decrease in signup cost – a finding confirmed when rolled out nationally.
An eCommerce company increases the budget for Google Shopping. There is a rise in platform-attributed purchases and visits, but numbers from transaction platforms look about the same as before. By deploying Eppo Geolift's saturation, the team pinpoints exactly where efficiency drops for Google Shopping:
As they were already at \$60K/week, they shifted \$25K weekly to untapped channels, boosting overall purchase performance by 23%. Beyond marketing, Eppo Geolift’s flexibility shines in scenarios like testing regional price changes or in-store promotions.
For marketing teams making multi-million dollar decisions, it delivers the statistical rigor of academia with a pragmatic focus on relevance and ease, across the entire business.