Over half of Amazon's recommendation emails had negative ROI due to unsubscribes
Ronny Kohavi · The ultimate guide to A/B testing | Ronny Kohavi (Airbnb, Microsoft, Amazon) · Jul 27, 2023 · at 35:05
Ronny Kohavi, former Director of Data Mining at Amazon, describes penalizing email marketing performance metrics with the quantified long-term value lost from customer unsubscribes.
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“And then when we started to incorporate this formula, more than half the campaigns that were being sent were negative.”
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