Work

Overall Evaluation Criteria for A/B Tests: A Meta-Analytic Approach

Year: 2026

Type: article

Source: Marketing Science

DOI: 10.1287/mksc.2025.0164

Authors: Easton Huch, Stephanie A. Nail, Terran Melconian, Xan Vongsathorn, Fred Feinberg

Institutions: University of Michigan, Zillow Group (United States)

Language: English

Topic: Digital Marketing and Social Media

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W7225343714

FWCI:

Cites: 60

Cited by:

Related to: 10