Test & Learn: Systematic Process to Validate Results and Performance
Michael Cohen, Marketing Evolution and Elea Feit, Drexel University
Marketers have increasing responsibilities to provide accurate marketing performance and customer behavior insights. Developing a deep knowledge of the necessary data to be evaluated, ensuring data representativeness, and setting data quality standards are key attributes to becoming a data champion. This Lunch Lecture explores the use of Test & Learn framework and how it contributes to data quality and validation.
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