Question

What is the purpose of Reverse testing? (select all that apply)

A. Reverse testing will allow a read of an entire campaign response drop
B. Reverse testing is the principle of only changing one aspect of the marketing execution at a time.
C. When a new control execution is adopted, reverse testing allows a confirmation that the change still performs better than the previous control execution.
D. Reverse testing protects the marketer

Answer 1

• Reverse testing assesses the viability of a trading strategy or pricing model by discovering how it would play out using historical data.
• If reverse testing works, traders and analysts may have the confidence to employ it going forward.
• A well-conducted reverse test that yields positive results assures traders that the strategy is fundamentally sound and is likely to yield profits when implemented in reality. A well-conducted reverse test that yields suboptimal results will prompt traders to alter or reject the strategy.

Thus, as a property of reverse testing, this will allow a read of an entire campaign response drop, which is option A.

In reverse testing, model developers generally change one aspect at a time to check the consistency and accuracy of a model. Thus this goes for option B.

Reverse testing protect the marketer in the sense that this testing ensures the model performance to be satisfactory and a particular part of the model, stress testing allows to provide information before the event will actually happen. Thus marketer will know what will be the worst-case scenario and marketer will be prepared for that scenario.

Thus the options are A, B and D.

Thanks !!