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A-B Split

What is 'A-B Split'

A method of testing the effectiveness of marketing methods or media. Using A-B split marketing, a list of target names is split into two groups on a random basis, with one group designated as a control group and the other as a test group. The objective of the A-B split is to determine which single variable is the most effective in improving response rates to a marketing campaign or achieving some other desired outcome.

Explaining 'A-B Split'

A-B split has been been used for mailing campaigns in the past, but has also successfully adapted for use in interactive media, for testing the effectiveness of e-mail blasts and banner advertisements.


For example, an email campaign by a newsletter publisher may include a specific "call to action" - such as subscribe within 48 hours to receive a 20% discount - embedded in the message to half the target audience, and no call to action (i.e. no solicitation to subscribe or mention of a discount) in the message to the other half. This will enable the publisher to determine if the "call to action" really works, and whether the response rate is good enough to justify the 20% discount.


Further Reading


Economists' views about parameters, values, and policies: Survey results in labor and public economics
www.jstor.org [PDF]
… We in- terpret the results of the split-ballot ex- periment as providing mild support that the questions elicited views that were not easily manipulated, although the re- sponse rate is higher if less technical questions are … Labor Economics … 1394 Journal of Economic Literature, Vol …

Event studies in economics and financeEvent studies in economics and finance
www.jstor.org [PDF]
… We in- terpret the results of the split-ballot ex- periment as providing mild support that the questions elicited views that were not easily manipulated, although the re- sponse rate is higher if less technical questions are … Labor Economics … 1394 Journal of Economic Literature, Vol …

Long‐run common stock returns following stock splits and reverse splitsLong‐run common stock returns following stock splits and reverse splits
www.jstor.org [PDF]
… We in- terpret the results of the split-ballot ex- periment as providing mild support that the questions elicited views that were not easily manipulated, although the re- sponse rate is higher if less technical questions are … Labor Economics … 1394 Journal of Economic Literature, Vol …

Why do economists disagree about policy?Why do economists disagree about policy?
www.nber.org [PDF]
… We in- terpret the results of the split-ballot ex- periment as providing mild support that the questions elicited views that were not easily manipulated, although the re- sponse rate is higher if less technical questions are … Labor Economics … 1394 Journal of Economic Literature, Vol …

The effects of reverse splits on the liquidity of the stockThe effects of reverse splits on the liquidity of the stock
www.jstor.org [PDF]
… We in- terpret the results of the split-ballot ex- periment as providing mild support that the questions elicited views that were not easily manipulated, although the re- sponse rate is higher if less technical questions are … Labor Economics … 1394 Journal of Economic Literature, Vol …

Financial development and economic growth in Australia: An empirical analysisFinancial development and economic growth in Australia: An empirical analysis
link.springer.com [PDF]
… We in- terpret the results of the split-ballot ex- periment as providing mild support that the questions elicited views that were not easily manipulated, although the re- sponse rate is higher if less technical questions are … Labor Economics … 1394 Journal of Economic Literature, Vol …

Individual-versus group-based financial incentives for weight loss: a randomized, controlled trialIndividual-versus group-based financial incentives for weight loss: a randomized, controlled trial
www.acpjournals.org [PDF]
… We in- terpret the results of the split-ballot ex- periment as providing mild support that the questions elicited views that were not easily manipulated, although the re- sponse rate is higher if less technical questions are … Labor Economics … 1394 Journal of Economic Literature, Vol …

Dual-class recapitalizations as antitakeover mechanisms: The recent evidenceDual-class recapitalizations as antitakeover mechanisms: The recent evidence
www.sciencedirect.com [PDF]
… We in- terpret the results of the split-ballot ex- periment as providing mild support that the questions elicited views that were not easily manipulated, although the re- sponse rate is higher if less technical questions are … Labor Economics … 1394 Journal of Economic Literature, Vol …

Corporate stakeholders and corporate financeCorporate stakeholders and corporate finance
www.jstor.org [PDF]
… We in- terpret the results of the split-ballot ex- periment as providing mild support that the questions elicited views that were not easily manipulated, although the re- sponse rate is higher if less technical questions are … Labor Economics … 1394 Journal of Economic Literature, Vol …



Q&A About A-B Split


How is it used?

It is used to determine which single variable is the most effective in improving response rates to a marketing campaign or achieving some other desired outcome.

Why do you think this method was adopted by marketers?

Because they can see how well their campaigns are working and make changes if needed.

How has it been adapted?

It has been adapted for use in interactive media, such as email blasts and banner advertisements.

What is A-B Split?

A method of testing the effectiveness of marketing methods or media.

What does it test for?

It tests for what works best in a particular situation.