56 citations · 56 across the 2 of their papers we have counts for
2 papers
stat.AP2019
Latent Stratification for Incrementality Experiments
Ron Berman, Elea McDonnell Feit
Incrementality experiments compare customers exposed to a marketing action designed to increase sales to those randomly assigned to a control group. These experiments suffer from n…
stat.AP2018★ 56 cited
Test & Roll: Profit-Maximizing A/B Tests
Elea McDonnell Feit, Ron Berman
Marketers often use A/B testing as a tool to compare marketing treatments in a test stage and then deploy the better-performing treatment to the remainder of the consumer populatio…