Categories advertising-technology

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Uplift: It’s not rocket science but it is science.

There is an urgent need to better understand what uplift tests are, what they tell us and what they don’t. We recently (disclaimer: it’s actually more of a paper 🤓). First, the user base that will be targeted (a.k.a “the population”) is randomized into two segments. Comparing different populations or pre-defined segments […]