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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 [...]

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