Test & Roll: Profit-Maximizing A/B Tests
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DOI: 10.1287/mksc.2019.1194
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- Yixin Tang & Yicong Lin & Navdeep S. Sahni, 2023. "Business Policy Experiments using Fractional Factorial Designs: Consumer Retention on DoorDash," Papers 2311.14698, arXiv.org, revised Nov 2023.
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Keywords
A/B testing; randomized controlled trial; marketing experiments; Bayesian decision theory; sample size;All these keywords.
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