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Preface
Campaign Optimization
Chapter 1: Primer on Marketing Science
Chapter 2: The Law of Diminishing Returns
Chapter 3: Attribution Models
Chapter 4: Market Mix Modeling
Chapter 5: MMM with Robyn
Chapter 6: MMM with LightWeight
Experimentation in Marketing
Chapter 7: A primer on Experimentation
Chapter 8: A/B Testing
Chapter 9: Heterogeneous Treatment Effects
Quasi-experiments
Chapter 10: A primer on Quasi-experiments
Chapter 11: Synthetic Controls
Chapter 12: Regression Discontinuity
Chapter 13: Interrupted Time Series
Wrap up
Chapter 14: The future of marketing science
Repository
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Chapter 9: Heterogeneous Treatment Effects
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Chapter 9: Heterogeneous Treatment Effects
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Contents
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