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A/B testing is a fundamental technique in digital marketing that allows marketers to experiment with different variations of a webpage, email, or ad to determine what resonates best with their audience. While it’s an incredibly useful tool for data-driven decision-making, one of the most challenging questions marketers face is: when should they stop the test and act on the results? Running A/B tests for too long can waste valuable time and resources, while stopping them prematurely can lead to inaccurate conclusions. This is where the concept of optimal stopping comes into play. Optimal stopping refers to determining the right moment to

In today’s complex digital landscape, consumers interact with brands through multiple channels before making a purchase decision. Whether it’s a social media post, a blog article, a paid search ad, or a product review, each touchpoint plays a vital role in the customer journey. This is where multi-touchpoint marketing comes in—an approach that leverages various channels to engage prospects and build meaningful relationships over time. But how can businesses ensure that these interactions are contributing to their overall marketing success? The answer lies in data and attribution models. These tools are essential for understanding how each touchpoint impacts the customer journey

Since February 2024, Instagram has introduced a new payment method for those who boost posts using the iOS app on their iPhone or iPad. Payments are now processed through the Apple App Store, which means an additional Apple service fee is applied. Apple and not Instagram or Meta keep this fee. How Small Businesses Are Affected As Instagram advertising becomes increasingly popular among small businesses, many turn to the convenient "boost post" feature to reach a larger audience. However, with this new update, small businesses might find themselves paying more without realizing the full cost implications. The added Apple service fee can