Digiday

NOVEMBER 17, 2022

As more marketers leverage CTV advertisements to reach relevant and engaged audiences, they also want to understand the real value they are generating with their investment. Incrementality is a form of A/B testing that measures the true impact of CTV compared to the results advertisers would have achieved without CTV.

A/B Testing 51

A/B Testing Conversion Audience Control Group 51

MNTN

FEBRUARY 6, 2024

Marketing strategies often involve loads of experimentation and iteration until you find the most effective way to convince your target audience you’re their best bet. Test and Validate Don’t just pick a model and stick with it forever. Why Is Marketing Attribution Important?

Marketing 52

Marketing A/B Testing Conversion Control Group 52

Martech

MARCH 30, 2022

Testing without statistical significance. If your testing results are statistically significant, it means that the differences between testing groups (the control group, which was unchanged, and the group that received a variable, such as a different call to action or subject line) didn’t happen because of chance, error or uncounted events.

Conversion 102

Conversion A/B Testing Control Group Marketing 102