Measuring Loyalty Program Effectiveness Without Bias
A supermarket chain runs a loyalty program across 180 stores. The program has been live for almost two years, and
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Incrementality vs Attribution in Marketing
In 2012, eBay switched off its paid brand search ads on Yahoo and MSN and watched what happened to sales.
Confidence Interval vs Credible Interval: An A/B Test Example
Every statistics handbook covers confidence intervals. And everyone who has ever studied statistics has been confused by the fact that
CausalImpact in Python: Measure Campaign Lift
Some of the most important analytics decisions are made without an A/B test. For example, a marketing campaign can be
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FDI Inflows to Africa
Africa’s FDI inflows have increased every decade since 1970.Near zero then. $57B now. The continent needs this to continue. Investment