Your Incrementality Test Is Only As Good As Your Control Market
Most Geo Testing fail even before they begin !!
📌 The Reason ?
Choosing the wrong control market.
When it comes to Geo lift tests, surprisingly, many teams still do this manually:
• Eyeballing charts
• Picking “similar looking” regions
• Or relying on methods that break under real-world marketing noise
That is exactly why we built Aryma Market Matcher.
After years of experimentation R&D across client projects, we at Aryma Labs have found that Dynamic Time Warping (DTW) based market selection consistently outperforms synthetic market creation and selection done via SCM and similar methods.
Now we are opening this capability to the broader Marketing Measurement community.
🚀 Introducing Aryma Market Matcher
A powerful DTW based system designed specifically for Geo Testing and market similarity analysis.
Unlike rigid matching methods, Aryma Market Matcher detects latent behavioral similarity even when:
• Demand peaks happen at different times
• Promotions shift sales windows
• Seasonality patterns are misaligned
• Markets have varying time lengths
• Real-world noise distorts trends
📌 What makes it powerful?
✅ Instantly surface high-quality control markets
No more manually scanning dozens of regions.
✅ Detect hidden market similarities
Even when patterns are temporally shifted.
✅ Built for messy marketing data
Promo spikes, app sign-ins, sales, traffic, demand fluctuations – all supported.
✅ Flexible comparison engine
Compare custom time windows and varying seasonal patterns.
✅ Save analyst hours
Let the algorithm do the heavy lifting while your team focuses on experimentation strategy.
The reality is:
A Geo Test is only as good as the control market behind it.
And choosing the best control should not depend on guesswork anymore.
𝐀𝐫𝐲𝐦𝐚 𝐌𝐚𝐫𝐤𝐞𝐭 𝐌𝐚𝐭𝐜𝐡𝐞𝐫
Choosing the best control is now in your control 🚀.
Try for Free here: https://lnkd.in/gGH8Fu-e
Demo video link in comments.
