However, sometimes we might be interested in quantities different from the average, such as the median. The median is an alternative measure of central tendency that is more robust to outliers and is often more informative with skewed distributions. More generally, we might want to estimate the effect for different quantiles of the outcome distribution. A common use case is studying the impact of a UI change on the loading time of a website: a slightly heavier website might translate into an imperceptible change for most users, but a big change for a few users with very slow connections. Another common use case is studying the impact of a product change on a product that few people buy: do existing customers buy it more or are we attracting new customers?
The Lipstick Effect: How Marketing Can Boost Your Brand???s Power
In the world of marketing, there’s a phenomenon known as the “lipstick effect” — a curious trend where consumers turn to small indulgences, like…