Aggregate analysis short circuits the action to prove or disprove hypotheses, as it is used most frequently
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Aggregate analysis short circuits the action to prove or disprove hypotheses, as it is used most frequently when doing descriptive analysis, such as profiling, or comparative analysis, such as campaign analysis and winner-loser analysis.
Review pattern: When using this methodology, look at relevant metrics and slice the data by different segments. A common use case is to determine which marketing campaign was successful and in which demographic segment. Approach this problem by looking at segments with the best and worst bounce rate, unsubscribe rates, open rate, and click-through rate (CTR).
Related Book For
Auditing and Assurance services an integrated approach
ISBN: 978-0132575959
14th Edition
Authors: Alvin a. arens, Randal j. elder, Mark s. Beasley
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