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Advanced performance marketing topics
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Module 3
Designing and Interpreting Experiments
1
A/B Test Design: Validity and Bias
Evaluate A/B test designs for validity and potential biases.
2
Determining Sample Size and Duration for Experiments
Assess the required sample size and duration for an experiment based on statistical power and minimum detectable effect.
3
Interpreting A/B Test Results for Decision Making
Interpret A/B test results, including confidence intervals and p-values, to make a ship/no-ship decision.
4
Avoiding Experimentation Pitfalls
Identify and mitigate common experimentation pitfalls (e.g., peeking, multiple testing, regression to the mean).
5
Balancing Exploration & Exploitation
Evaluate the strategic trade-offs between exploration (testing) and exploitation (scaling winners).
6
Multi-Armed Bandits: Principles and Use Cases
Explain the principles of multi-armed bandit testing and identify appropriate use cases.
7
Prioritizing Experiments with ICE/RICE
Apply a prioritization framework (e.g., ICE, RICE) to an experimentation backlog.
8
Quarterly Experimentation Roadmapping
Structure a quarterly experimentation roadmap that aligns with strategic business goals.
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Strategic Measurement Frameworks
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Incrementality and True Marketing Impact