Overall Evaluation Criteria for A/B Tests: A Meta-Analytic Approach

This paper discusses meta-analytic methods for estimating the value of marketing interventions given a database of historical A/B tests with multiple outcome variables.

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Publication Details

Journal
Marketing Science
Published
2026-11-05
DOI
https://doi.org/10.1287/mksc.2025.0164
Primary Topic
Digital Marketing and Social Media
Type
article
Field-Weighted Citation Impact
0.00
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article

Overall Evaluation Criteria for A/B Tests: A Meta-Analytic Approach

Stephanie A. Nail, Fred M. Feinberg, Xan Vongsathorn, Terran Melconian et al.
Marketing Science
Digital Marketing and Social Media
article

Overall Evaluation Criteria for A/B Tests: A Meta-Analytic Approach

Stephanie A. Nail, Fred M. Feinberg, Xan Vongsathorn, Terran Melconian, Easton Huch
article en

Abstract

This paper discusses meta-analytic methods for estimating the value of marketing interventions given a database of historical A/B tests with multiple outcome variables.

Marketing Science
University of Michigan (US), Zillow Group (United States) (US)
Openalex Percentile: Top 10%
Digital Marketing and Social Media
DOISourceOpenAlex
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Overall Evaluation Criteria for A/B Tests: A Meta-Analytic Approach — Stephanie A. Nail, Fred M. Feinberg, et al. · Marketing Science (2026) | TGRS Research Map | TGRS