Thank you for the article. I started reading it, and it looks promising. The parts about ethics and placebos are not directly applicable because this is a marketing test. "Placebo-Controlled Trials and Active-Control Trials in the Evaluation of New Treatments. Part 1: Ethical and Scientific Issues" Robert Temple, MD; and Susan S. Ellenberg, PhD http://www.annals.org/content/133/6/455.full So I will read this and try to frame the question better with my customer. I think my customer needs to agree to some decision threshold around which the test can be designed. In other words, "If the test group is X units worse, then we will make the treatment the new BAU. Otherwise, we will continue with the old BAU."
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