A manufacturer is considering increasing advertising spending by $4.5 million
250,000
80
Calculate sales lift, adjusting for any differences between the test and control group.
There is no other factor that could be the cause of the increase in sales.
It’s easy to think marketing and sales are casual , When they may in fact be correlated.
15,000 300,000 100,000 500,000
33% 133% 111% 11%
1,280 10,000,000 13950 7812
99.90% 97.60% -2.40% 17.40%