Geo Experimentation at ASOS - Measuring Advertising Effectiveness for Data-Driven Marketing

Discover how ASOS leverages geo-experimentation to measure the effectiveness of digital marketing campaigns in this 35-minute conference talk from the Data Science Festival. Learn about the challenges of traditional A/B testing in online advertising and explore how geo-experimentation offers a robust alternative. Gain insights into ASOS's in-house geo-experimentation framework, which enables the evaluation of marketing campaigns across 11 markets and 7 channels. Understand the process of designing, running, and measuring geo-experiments using a custom dashboarding tool. Explore techniques for determining the incremental impact of campaigns on key metrics such as sales, orders, and visits. Walk through the different components of ASOS's geo-experimentation framework and examine the results achieved. Acquire valuable knowledge about the benefits of geo-testing and its potential to enhance digital marketing measurement strategies.