Adaptive Experimentation


Adaptive experimentation is an approach (and philosophy) for management decisions, calling for continuous experimentation to establish empirically the market response functions.

Most common in direct marketing, it can and has been applied to advertising and other marketing mix variables. The experiment should reflect the needed variation in stimuli, cost of measuring the results, lost opportunity cost in the non-optimal cells, and management confidence in the base strategy.[1]



  1. ^ American Marketing Association, AMA Dictionary.

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