What is SUTVA and What to Do When It’s Violated in Practice

Imagine we are doing an A/B test, for user i, W=0 indicates control and W=1 treated, so the two potential outcomes for user 1 are Y10 (control) and Y11 (treated).

  • When analyzing, the randomization unit is not individual person but each time- unit/time-region unit.
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Marketing Strategy | Data Viz | Analytics & Experimentation | Entrepreneurship 💡Passion project: beautydupes.xyz | Blog: goodmarketing.club

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