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Multivariate Testing: A rebuttal
October 20, 2010 By Mark Simpson
In his October 9th blog post “Multivariate Testing – Thoughts from X Change” Gary Angel of Semphonic, argues that multivariate testing (MVT) is “useless” and “routinely encourages exactly the wrong sort of testing by making it extremely difficult to build a creative hypothesis.” This is true only if you aren’t interested in huge uplifts in [...]
