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Marketing Analytics

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Everyone has access to data. Most can read it; some can even make assumptions from it. But very few can build on their data in a timely, relevant, and profitable manner. The people in these cases may have too much data or be looking at the wrong metrics. Perhaps they put too much stock in the wrong data sets or simply don’t quite understand their customer journey. In these cases, there’s probably something fundamentally wrong with how…

The key to setting up any testing program is to ensure that no biases are introduced. It’s crucial to test with a clean framework where the treatment and control sets of users are comparable. Without introducing comparable audiences, the test will not reflect valid and reliable results. This is where incremental lift testing comes in. The Importance of Randomized Control Experiments When most people think of randomized controlled experiments, clinical trials, in which one group…