Did the martech tool earn its fee? A four-line test-and-learn rule
For small marketing teams about to buy, or already paying for, an email, retargeting or loyalty tool. Four lines: write the baseline before switching on, hold out a random control group, fix the metric and stopping rule in advance, and judge on incremental orders, not credited ones.
#ab-testing#control-group#attribution#martech#sample-size
