One of the most reliable methods of measuring a marketing campaign's effectiveness is to conduct an A/B test. Generally, these tests unfold in the following way: the purchasing patterns of two groups, Group A and Group B, are tracked, with only one cohort receiving a particular offer.
The resulting differences in cumulative sales between the two groups is known as the return on investment, or ROI. For accurate ROI measurement, it's ideal that campaigns have a....

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