A Sliced Design Approach for Conducting Online Experiments with Four Platforms, with Application to an Industry Email Campaign

Sadeghi, Soheil; Hung, Tzu-Hsiang; Chien, Peter; Arora, Neeraj

doi:10.51387/24-NEJSDS63

The New England Journal of Statistics in Data Science

A Sliced Design Approach for Conducting Online Experiments with Four Platforms, with Application to an Industry Email Campaign

Volume 2, Issue 3 (2024), pp. 311–322

Soheil Sadeghi Tzu-Hsiang Hung Peter Chien All authors (4)

https://doi.org/10.51387/24-NEJSDS63

Pub. online: 29 May 2024 Type: Engineering Science

Open Access

Accepted
20 January 2024

Published
29 May 2024

Abstract

Multivariate testing is a popular method to improve the effectiveness of digital marketing in industry. Online campaigns are often conducted across multiple platforms, such as desktops, tablets, smart phones, and smart watches. We propose minimum sliced aberration designs to accommodate online experiments with four platforms. This approach provides important insights into how different sets of design factors work differently across the four platforms, which can be used by industry for optimizing many forms of digital marketing. The effectiveness of the proposed approach is illustrated by an industrial email campaign with four platforms.

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Keywords

Multivariate testing Factorial designs Sliced designs Email campaign

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