Brand Lift test is a widely deployed statistical tool for measuring the effectiveness of online advertisements on brand perception such as ad recall, brand familiarity and favorability. By formulating the problem of interest into a two-sample test on the binomial proportions from the control...

In panel experiments, we randomly assign units to different interventions, measuring their outcomes, and repeating the procedure in several periods. Using the potential outcomes framework, we define finite population dynamic causal effects that capture the relative effectiveness of alternative...

In panel experiments, we randomly assign units to different interventions, measuring their outcomes, and repeating the procedure in several periods. Using the potential outcomes framework, we define finite population dynamic causal effects that capture the relative effectiveness of alternative...

One of the main practical challenges companies face when running experiments (or A/B tests) over a panel is interference, the setting where one experimental unit's treatment assignment at one time period impacts another's outcomes, possibly at the following time period. Existing literature has...

In switchback experiments, a firm sequentially exposes an experimental unit to a random treatment, measures its response, and repeats the procedure for several periods to determine which treatment leads to the best outcome. Although practitioners have widely adopted this experimental design...

In panel experiments, we randomly assign units to different interventions, measuring their outcomes, and repeating the procedure in several periods. Using the potential outcomes framework, we define finite population dynamic causal effects that capture the relative effectiveness of alternative...