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Crucially, it takes into account the uncertainty inherent in our experiments. To find optimal values of two parameters experimentally, the obvious strategy would be to experiment with and update them in separate, sequential stages. In this section we’ll discuss how we approach these two kinds of uncertainty with QCQP.
A geo experiment is an experiment where the experimental units are defined by geographic regions. The expected precision of our inferences can be computed by simulating possible experimental outcomes. Jon Vaver and Jim Koehler, Periodic Measurement of Advertising Effectiveness Using Multiple-Test-Period Geo Experiments , 2012.
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