Latest / The CMO Podcast with Fexingo: Marketing Leadership, Budgets, and Executive Strategy
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…
The skinny
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