Application To A/B and Multivariate Testing
It is rarely the case that there is a single treatment and control group. Often the "treatment" can be a variety of simple variations of a message or a multi-stage contact strategy that is classed as a single treatment. In the case of A/B or multivariate testing, uplift modelling can help in understanding whether the variations in tests provide any significant uplift compared to other targeting criteria such as behavioural or demographic indicators.
Read more about this topic: Uplift Modelling
Famous quotes containing the words application to, application and/or testing:
“If you would be a favourite of your king, address yourself to his weaknesses. An application to his reason will seldom prove very successful.”
—Philip Dormer Stanhope, 4th Earl Chesterfield (1694–1773)
“Courage is resistance to fear, mastery of fear—not absence of fear. Except a creature be part coward it is not a compliment to say it is brave; it is merely a loose application of the word. Consider the flea!—incomparably the bravest of all the creatures of God, if ignorance of fear were courage.”
—Mark Twain [Samuel Langhorne Clemens] (1835–1910)
“Now I see that going out into the testing ground of men it is the tongue and not the deed that wins the day.”
—Sophocles (497–406/5 B.C.)