SUBSCRIBE TO LEARN FROM PAID MARKETING EXPERTS 🔔   The Efficient Spend Podcast helps start-ups turn media spend into revenue. Learn how the world's top marketers are managing their media mix to drive growth!    In this episode of the Efficient Spend Podcast, Kalle Mobeck and Eric Qvennerstedt of Twigeo share their insights on optimizing marketing spend through Geo lift testing. They discuss the challenges and benefits of this method, especially after recent privacy changes. They provide real-world examples of how it has helped clients improve their advertising strategies and insights on the importance of client trust and the impact of accurate measurement on driving revenue growth.   About the Host: Paul is a paid marketing leader with 7+ years of experience optimizing marketing spend at venture-backed startups. He's driven over $100 million in revenue through paid media and is passionate about helping startups deploy marketing dollars to drive growth.   About the Guests: Kalle Mobeck is a marketing expert with over 10 years of experience in optimizing marketing spend at Twigeo. He has successfully driven substantial revenue growth for clients through innovative strategies and precise measurement techniques like Geo lift testing.   Eric Qvennerstedt is a seasoned marketing professional with over 7 years of experience in optimizing digital marketing strategies at Twigeo. He has a strong track record of enhancing client growth through data-driven approaches and advanced measurement techniques like Geo lift testing.   VISIT OUR WEBSITE: https://www.efficientspend.com/ CONNECT WITH PAUL: https://www.linkedin.com/in/paulkovalski/ CONNECT WITH KALLE: https://www.linkedin.com/in/kallemobeck/ CONNECT WITH ERIC: https://www.linkedin.com/in/eric-qvennerstedt-93612787/ EPISODE LINKS: https://twigeo.com/   https://www.invoca.com/blog/media-mix-modeling https://facebookincubator.github.io/GeoLift/ https://research.google/pubs/measuring-ad-effectiveness-using-geo-experiments/