Saturday, May 18, 2024

How are incrementality experiments different from A/B experiments?

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How are incrementality experiments different from A/B experiments?

  • They typically require a smaller sample size and less sophisticated statistical analysis.
  • They both require a holdback group to determine which version of an ad performs better.
  • They measure the relative effectiveness of different versions of a marketing campaign.
  • They determine the impact of ads on a consumer’s decision to convert or not.

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