How does a heavy-up geo-experiment strategy deal with budget?
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Correct answer: It increases the treatment group budget while keeping the control group budget the same..
Why this is the answer
A heavy-up geo-experiment strategy is designed to measure the incremental impact of increased advertising spend. To achieve this, the budget for the treatment group (the geographic areas receiving the increased spend) is significantly raised, while the budget for the control group (comparable geographic areas not receiving the increased spend) remains constant. This allows for a direct comparison of performance between the two groups, isolating the effect of the additional budget. Suppressing budgets in either group would not accurately measure the impact of a "heavy-up" strategy, and increasing the control group budget would confound the results by introducing another variable.
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