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Data Analytics for Marketing
book

Data Analytics for Marketing

by Guilherme Diaz-Bérrio
May 2024
Beginner to intermediate content levelBeginner to intermediate
452 pages
11h 32m
English
Packt Publishing
Content preview from Data Analytics for Marketing

13

Running Experiments with PyMC

It is hard in marketing to prove the effectiveness of an action. However, we can arrange experiments and analyze the data in such a way that we can properly isolate the causes of the outcome. Running experiments in marketing is a fundamental technique for optimization and efficiency. In this chapter, we’ll go through the fundamentals of how to run experiments and how to analyze the outcome.

In this chapter, we’ll review experimentation and walk through the following topics:

  • What makes a good experiment?
  • Delving deeper into some pitfalls
  • Experimentation
  • Observational studies
  • Quasi-experiments

By the end of this chapter, you will have the technical background required to assess and plan good experiments. You ...

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Publisher Resources

ISBN: 9781803241609Supplemental Content