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Chapter 16 · All Resources Are Limited
Using Marketing Experiments to Optimize the Marketing Mix
Covers designing and analyzing marketing experiments to test and optimize marketing mix decisions.
Video Walkthroughs
Video walkthroughs currently cover the R and Tableau examples only. Walkthroughs for the R-only and Python-only examples are coming soon.
Chapter Examples & Data
Data Files
- psmatch_predicted.csvDataset (CSV)
- retail_psmatch.csvDataset (CSV)
R and Tableau Files
- PS Match.twbxTableau Workbook
- ps matching.RR Script
Python Only Files
- causal_random_forest.pyPython Script
- propensity_score_matching.pyPython Script