Tag: experimental-design
All the articles with the tag "experimental-design".
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Wiring Your MMM to Your Experiments
Most teams run MMMs and geo-lift experiments as separate silos, then argue about which to trust. The better move is to wire them into a loop — the model picks the experiments, the experiments calibrate the model — and watch the uncertainty contract.
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Designing Experiments to Maximize Information
There's a single objective that says what makes one experiment better than another — expected information gain. It's beautiful, it's principled, and it's a nightmare to compute. Here's the arc from Lindley in 1956 to policies that design experiments in real time.