Zip Code Marketing Tests

A framework for measuring marketing effectiveness across different channels through controlled testing and attribution analysis.

Core Attribution Methods

• Zip Code Based Control Testing

  • Identify zip codes where ads are running
  • Compare to similar zip codes without ads
  • Analyze historical trends before and after campaigns
  • Look for clear performance deltas between test/control areas

• Spike Attribution Analysis

  • Track minute-by-minute performance during ad placements
  • Monitor 6 minutes after ad exposure
  • Look for clear spikes in activity
  • Compare to baseline performance

Event-Based Attribution

• Sports Venue Analysis
  • Track mobile purchases during game times
  • Analyze traffic patterns during events
  • Compare to non-game day performance
  • Focus on zip code level data since 90% of purchases are mobile

Survey-Based Attribution

• Post-Purchase Surveys
  • Ask customers how they heard about the brand
  • Track specific advertisement mentions
  • Use to understand "uncategorized" traffic sources
  • Helps attribute seemingly "organic" homepage traffic

Marketing Channel Structure

• Organized in broad buckets rather than individual channels

  • Traditional Digital
    • Facebook/Instagram (largest digital bucket)
    • Dating apps
    • Affiliate networks
    • Education site partnerships
  • Audio
    • Podcasts
    • Streaming ads
    • Radio
  • Television
  • Non-Traditional
    • Venue advertising (urinals, coasters)
    • Event marketing
    • Out-of-home installations

• Focus on creating vs buying inventory

  • Look for unique ownership opportunities
  • Target specific conditions to specific environments
  • Avoid over-dependence on auction-based platforms