Analytics & Testing, , Marketing Books

Marcom Valuation: An Alternative to A/B Testing

So we always wanna know how marcom (marketing communications) is performing, both as a vehicle and for an individual campaign. In evaluating marcom it is common to employ simple A/B testing. This is a technique wherein random sampling populates two cells for campaign treatment. One cell gets the test and the other cell will not. Then response rate or net revenue is compared between the two cells. If the test cell outperforms the control cell (within testing parameters of lift, confidence, etc.) the campaign is deemed significant and positive. Why Do Something Else? However, this procedure lacks insight generation. It

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