You’ve been asked to explain to a new intern the things that you can test and things you can’t. Which question would be least suitable to determine with a test?

  • How impactful is our programmatic strategy in all of our markets?
  • Is search really performing as badly as it seems at driving offline sales?
  • What are the most important reasons that people recommend our products?
  • How do we determine the true causal impact from our search ads on in-storepurchases?

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