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In campaign measurements, it's possible to get a larger lift at the overall level compared to all the individual decile level lifts or vice versa, because of the differences in sample size across the deciles, and across Test & Control. In such scenarios, how do you calculate the overall lift? Which methods are commonly used in the industry?
Thanks,
Datalligence
Tags: and, campaign, control, lift, measurment, response, test
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