Revenue attribution is the hottest topic these days. Proliferation of online media, requires reshuffling marketing spend across many more spend categories. Traditional funnel-engineering type work is good, but static, and doesn’t address a few key issues. 1) The transient nature of marketing spend effectiveness that comes and goes with changing keywords, banners offers 2) It [...]
Category Archives: Structured Testing
Simpsons Paradox: Fundamental but common mistakes when analyzing multiple A/B tests
Apr, 212010
Most marketers test various concepts through simple AB testing or other more advanced structured testing approaches (fractional factorials, Taguchi methods etc.). A common mistake that most analysts make involves calculating the lift on the overall gains, rather then individual tests. In cases where the test/control sizes are similar proportions, they lead to the same answer, [...]
