Case Study: an online travel marketplace boosts app downloads with Analytic Edge

Online Travel Marketplace boosts app downloads with Analytic Edge's 21-day geo test

The customer, an online travel marketplace, sought to measure which digital ad platform was more effective at driving app downloads. They enlisted Analytic Edge, which utilized its SynTest automated test and learn platform, to design a geo-test and measure the incremental lift from each platform.

Analytic Edge implemented a synthetic control geo-test across multiple cities, building controls from a set of control locations. The solution showed that a Facebook campaign generated stronger lift, while a search-only approach showed no incremental benefit and even decreased downloads. The combined Facebook and search approach yielded the best results. Based on this data, Analytic Edge was able to provide a clear spending recommendation to optimize the customer's advertising budget.