The latest ‘MarketingExperiments’ blog post is titled “Marketing Analytics: How dual control testing can help curb doubts in your data”.

Kyle Foster says, “In online testing, there are plenty of things that can go wrong if you’re not careful.

Some of the more familiar examples that come to mind are:

These are just some of the threats that can make your tests look conclusive when they are actually flawed.

Consequently, if you are a skeptic like myself, this also means a healthy amount of doubt should be built into your interpretation of data.

Doubt can be problematic at times because good marketing decisions rely on confidence in your results”.

Marketing Analytics: How dual control testing can help curb doubts in your data

MarketingExperiments Blog

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