Accelerating Geo-Experiments at ASOS

While randomised control trials like A/B tests are the gold standard for causal inference, there are many situations where they’re not appropriate or even possible to run. Geo-experiments (where we apply the treatment to specific geographic regions) can act as a quasi-experimental alternative when conventional A/B tests aren’t feasible. In this presentation we’ll introduce geo-experiments, the common statistical models used to construct synthetic controls for geo-experiments, as well as some of the methods we use at ASOS to accelerate the pace of geo-experiments we run. Speaker Bio: Conor is a Machine Learning Scientist with a background in statistics working on the marketing science team at ASOS. His work in the marketing science space has involved developing experimentation frameworks to streamline online testing as well as machine learning methods for digital ads optimisation.