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Ron Berman Profile picture
Ron Berman
@marketsensei
I study online advertising, marketing analytics and how algorithms impact platforms. Associate professor of marketing @Penn @Wharton.
Mar 26, 2022 • 13 tweets • 6 min read
Companies invest a lot in analytics - but are these investments valuable?

@IsraeliAyelet and I studied ~1,500 online retailers and found that using a descriptive dashboard increased their weekly revenues by 4%-10%.

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#MarTech #BigData #Analytics #ecommerce #DataScience SynthDiD estimate of ATT of adopting analytics dashboard by The paper is forthcoming in Marketing Science and is available at pubsonline.informs.org/doi/10.1287/mk….

(Ungated version at dx.doi.org/10.2139/ssrn.3…)

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@MarketngScience
Jan 2, 2022 • 6 tweets • 2 min read
@LauraALibby raises an important point and question (thanks for the kind words Laura).

Maybe the high FDR we find is because the experiments have too small sample sizes and low statistical power?
>> Same question was also asked by a reviewer. This is where peer review improves a paper, IMO.

So we did two types of analyses (in section 5.3):
1. We estimated what the power is in these experiments (spoiler: not so low).
2. We asked what the FDR would be with 100% power.
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Jan 1, 2022 • 14 tweets • 4 min read
How are effects of online A/B tests distributed? How often are they not significant? Does achieving significance guarantee meaningful business impact?

We answer these questions in our new paper, “False Discovery in A/B Testing”, recently out in Management Science >> The paper is co-authored with Christophe Van den Bulte and analyzes over 2,700 online A/B tests that were run on the @Optimizely platform by more than 1,300 experimenters.

Link to paper: pubsonline.informs.org/doi/10.1287/mn…
Non paywalled: ron-berman.com/papers/fdr.pdf
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