Discussion Post: Marketing A/B Testing
CRM team is planning to do an A/B testing on 100k customer emails with a 50/50 split and requesting BI team to create a dashboard tracking the performance. A junior BI engineer thus came to you and asked your advice on what KPIs shall be included or be compared between the two versions. What would you suggest?
A company runs multiple campaigns with differing intents across many different channels. The Marketing team is planning to test a new brand awareness campaign and hoping to measure its effectiveness. What are the relevant KPIs for measuring the success of a brand campaign vs the KPIs for measuring the success of targeted digital marketing?
The response must include a reference list. Using Times New Roman 12 pnt font, double-space, one-inch margins, and APA style of writing and citations.