Topic

Experiments

Geo tests and holdouts: design, power, placebo checks and honest readouts.

Experiments that work · 28 Jun 2026 · 3 min read
Design the test before you spend the budget
Power, placebo checks and comparison regions, explained for marketers.
Experiments that work · 23 Aug 2026 · 2 min read
Don't peek: why early test results lie
Early results swing. Locking the readout protects the decision.
Experiments that work · 6 Sept 2026 · 2 min read
Holdout tests when the stakes are high
Running geo holdouts when brand risk, compliance and senior attention are real constraints.
MMM in practice · 30 Aug 2026 · 2 min read
How a geo test should change your mix model
Calibration: making models and experiments check each other.
Experiments that work · 16 Aug 2026 · 2 min read
What a placebo test tells you that a p-value can't
Checking your result against places where nothing happened.