Adobe Target

Question 1

What is Fractional vs **Full-factorial **MVT ?

Answer 1

• Full-Factorial = testing all combinations. e.g. With 7 elements (banner, headline, call-to-action, etc.) having 2 combinations each you have 2^7 = 128 variations to be tested.
  
  • Issues :
    
    • -requires more time
    • -requires more traffic
    • -possibly at the expense of segmentation
    • -if tests run too long, the result may be outdated when it finally arrives
• Fractional-testing = testing a subset to indicate directional change.

“regardless of methodology, conversions and revenues are less dependent on statistics, and more creativity, innovation, and the ability to listen and react to your customer.”