Marketing Experimentation
Test versus control experimentation predominates in marketing. We provide an estimation overview. There is, however, a lot to be gained from multifactor experimental designs in terms of accelerated learning. We provide a credit card balance transfer example with detailed R-code and simulated results along with a couple of useful references.
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Estimation of Treatment Effect
Experimental Design in Marketing
Harvard Business Review Article
International Journal of Research in Marketing Article
Marketing Optimization
Very large marketing optimizations (generalized assignment problems) can be solved via a collapsed dual approach. Not only is this method computationally efficient, but the dual solution provides an upper bound on the primal objective function and results are invariably close to optimum. No special or expensive solver is required. We provide code and examples in Python and additionally R-code for a different constraint structure.
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Marketing Optimization in Python
Marketing Optimization in R
Test versus control experimentation predominates in marketing. We provide an estimation overview. There is, however, a lot to be gained from multifactor experimental designs in terms of accelerated learning. We provide a credit card balance transfer example with detailed R-code and simulated results along with a couple of useful references.
CLICK ON LINKS
Estimation of Treatment Effect
Experimental Design in Marketing
Harvard Business Review Article
International Journal of Research in Marketing Article
Marketing Optimization
Very large marketing optimizations (generalized assignment problems) can be solved via a collapsed dual approach. Not only is this method computationally efficient, but the dual solution provides an upper bound on the primal objective function and results are invariably close to optimum. No special or expensive solver is required. We provide code and examples in Python and additionally R-code for a different constraint structure.
CLICK ON LINKS
Marketing Optimization in Python
Marketing Optimization in R