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by Doug


Google Analytics

Time series decomposition for incrementality and forecasting with A/B testing

Last week I had the delightful honor of being the last ever speaker at eMetrics London.  Don’t worry – it’ll be back, rebranded as Marketing Analytics World: https://twitter.com/jimsterne/status/918798356343861248 I talked about how we’ve used time series decomposition (via R) to demonstrate how to quantify the longer term effects of A/B tests (or any test) with reasonable…

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