Consumers don’t buy where marketing tells them to: For example, someone may see an ad on TikTok and decide to purchase the product on Amazon, rather than the brand’s ecomm site. Brands need to be able to measure the omnichannel impact of marketing efforts wherever customers buy, lest they waste major advertising dollars.
Geotesting is the best way to get a causal read on the impact of marketing and omnichannel halo effects – ”Did this person buy because of the ad, or were they going to buy anyway?” – but it relies on having the same level of geo-granularity in targeting as actual sales data. Up until recently, brands who sold *to* Amazon directly – rather than brands that sell directly *on* Amazon – couldn’t access this granular geo data. But as of Dec 2024/Jan 2025, an update from Amazon makes this data available, enabling these brands to use Haus to measure omnichannel incrementality.
This is transformative for brands who sell via Amazon Vendor Central + DTC and/or retail.