CRM team is planning to do an A/B testing on 100k customer emails with a 50/50 split
and requesting BI team to create a dashboard tracking the performance. A junior BI
engineer thus came to you and asked your advice on what KPIs shall be included or be
compared between the two versions. What would you suggest?
A company runs multiple campaigns with differing intents across many different
channels. The Marketing team is planning to test a new brand awareness campaign and
hoping to measure its effectiveness. What are the relevant KPIs for measuring the
success of a brand campaign vs the KPIs for measuring the success of targeted digital
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