Welcome to Advanced Experimentation! You've mastered bias detection and predictive basics. Now let's explore sophisticated testing methods that go beyond simple A/B comparisons.

Advanced experimentation helps you test multiple variables simultaneously and handle real-world constraints that make perfect experiments impossible.

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What's the most complex test you've ever wanted to run?

Here's the difference: Basic A/B testing compares two versions of one thing. Advanced experimentation tests multiple variables at once, like testing different headlines AND button colors simultaneously.

This is called multivariate testing, and it reveals how variables interact with each other.

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Can you think of two variables that might work differently together than apart?

Why does this matter? Imagine testing email subject lines and send times separately. You might find "urgent" subjects work best and 2pm sends work best.

But what if "urgent" subjects actually work better at 9am? Testing them together reveals these hidden interactions.

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Can you spot a variable pair you suspect interacts in unexpected ways?

But here's the challenge: multivariate tests require much larger sample sizes. Testing 4 subject lines and 3 send times creates 12 combinations, each needing enough data for statistical significance.

This is why advanced experimentation requires careful planning and bigger audiences.

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How might sample size constraints affect your next experiment?

Real-world experiments face practical constraints: limited time, small audiences, budget restrictions, and business pressures. Sometimes you can't run perfect experiments.

This is where quasi-experiments come in - smart workarounds that still provide valuable insights despite constraints.

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