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 will also be able to plan, conduct, and debug reliable testing and experimentation.
