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:

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 levels of confidence.

Here’s the deck along with the game show intro 🙂

Incrementality – Data Sci techniques


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