Regression Modeling

  • Marcom Valuation: An Alternative to A/B Testing

    … that testing does not work. That’s why I recommend using ordinary regression to control for all other stimuli. Regression modeling also gives insights into marcom valuation which can generate an ROI. This is not done in a vacuum, but provides options as a portfolio to optimize budget. An Example Let’s say we were testing two emails, test vs. control…

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