Gordon Bell

Gordon Bell
What Mix of Split-Run and Multivariate Testing Is Best?

Scientific multivariable testing is gaining traction in the marketing world because it offers deeper insights with greater accuracy, smaller sample sizes and more efficient use of resources than common split-run techniques. One big challenge: Multivariable testing is not one thing, but a collection of diverse (and sometimes complex) statistical techniques and test designs developed over the last 80 years.