It's time to close the experimentation gap in advertising : confronting myths surrounding ad testing
Colin Campbell, Julian Runge, Kenneth Bates, Stacey Haefele, Neeraj Jayaraman
| Year of publication: |
2022
|
|---|---|
| Authors: | Campbell, Colin L. ; Runge, Julian ; Bates, Kenneth ; Haefele, Stacey ; Jayaraman, Neeraj |
| Published in: |
Business horizons. - Amsterdam : Elsevier, ISSN 0007-6813, ZDB-ID 222663-7. - Vol. 65.2022, 4, p. 437-446
|
| Subject: | A/B testing | Advertising experimentation | Advertising myths | Split testing | Werbung | Advertising | Experiment | Werbewirkung | Advertising effects |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.bushor.2021.05.004 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013325843