Latest / Up Next with Gabriella Mirabelli
UN 374 - IJRM. A/B Testing.
Explore the hidden flaws in A/B testing on platforms like Google and Meta. In this episode, marketing professor Johannes Boegershausen reveals why ad delivery algorithms often undermine true randomization and what that means for marketers and researchers. Learn why platform-based test results shouldn't be over-extrapolated—and how to run more reliable experiments.
The skinny
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