“When customers are randomly assigned to treatment and control groups, and there are many customers in each group, then you may effectively have multiple experiments to analyze.”
6/16/2019
Slicing and dicing
Wine retailer experiment
Wine retailer experiment
Test setting: email to retailer mailing list
Unit: email address
Treatments: email version A, email version B, holdout
Reponse: open, click and 1-month purchase ($)
Selection: all active customers
Assignment: randomly assigned (1/3 each)