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Two recently graduated MBA students are tasked with developing an ad-serving learning algorithm for a mobile ad-serving company. The case illustrates the way in which hypotheses can be tested in an A/B format or “horse race” in order to establish customer preferences and superior profitability. The case was written for a course elective covering hypothesis testing.
Keywords:
advertising
Copyright © 2015 by the University of Virginia Darden School Foundation, Charlottesville, VA. All rights reserved.
2015
University of Virginia Darden School Foundation
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