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In-Market Testing is a versatile technique that often provides quick and clean estimates of a marketing tactic's ROI. MSA's In-Market Testing analyses leverage our Market Matching algorithm along with MSA's vast experience in causal (i.e., ANCOVA) modeling. In-Market Testing identifies test and control markets that are most similar, therefore best, for comparison and also evaluates the effectiveness of the marketing tactic. In-Market Testing is a two step process. First markets/accounts are matched based on a specified criteria such as volume. Once the Market Matching is completed, a promotion, price increase or any other marketing tactic may be applied within the test market. Once the testing is complete, an ANCOVA utilizing a pre-post testing design allows for an accurate estimate of the success of the marketing tactic. In-Market testing may similarly be applied to accounts rather than markets. * MSA's Market Matching algorithm allows a comparison of markets based on any number of variables. Once the test markets are decided, the next step is to conduct the test and quantify the results. The above chart illustrates the effectiveness of this client's new type of promotion in the marketplace.