Recently I read a very interesting article on how the “digital world” allows for much more experimentation than previously available. Online marketing and research has changed the discipline. The authors of the article explore some of the “subtleties” of designing experiments and provide guideline.
A copy of the article is available below:
https://www.ericfrayer.com/wp-content/uploads/2019/10/SSRN-id2630209.pdf