Skip to 0 minutes and 5 secondsHi, welcome. We are now going to talk about experiments also commonly known as AB testing. And it is a rapidly growing part of marketing analytics portfolio. Because it allows marketers to evaluate the consequences of their different marketing actions like advertising or sales promotion. We will talk about basic experimental designs and also follow a firm that implemented experiments on the TV and the Web. By the end, we hope you will be able to understand the difference between correlation and causation. Basically, when is something correlated with sales verses when does a management deliver actually cause shifts in sales? We will learn how to define effective experiments to test the marketing hypothesis.

Skip to 0 minutes and 56 secondsHypothesis are basically things that say, when would you improve advertising or that advertising actually improve sales? And also understand how to conduct basic experiments to assess the effectiveness of your marketing efforts.

Welcome to Week 4!

Raj explains what you will learn in this module about how to design and create experiments to test marketing options. Be sure to download the Excel file so that you can follow along with the calculations.

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This video is from the free online course:

Marketing Analytics

Darden School of Business, University of Virginia