| Approach | A/B Test | Holdout Test |
|---|---|---|
| Purpose | Compare two variants | Measure incremental impact |
| Control group | Gets variant B | Gets no treatment |
| Best for | Message optimization | Proving AI ROI |
| Sample size | Larger (50/50 split) | Smaller (10-20% holdout) |
A testing methodology where a percentage of accounts receive no AI actions (control group) to measure the true incremental revenue impact of automation.
Marketing uses A/B tests for messages. RevOps needs holdout tests for proving automation ROI. "Did AI actually generate more revenue, or would it have happened anyway?"
Default 15% holdout per account. After 500 actions, can reduce to 10%. Provides statistically significant proof of AI impact.
Self-Improving ROI LedgerA ledger system that tracks every AI action with a UUID and attributes actual revenue contribution using holdout testing.
The incremental revenue increase attributed to AI actions, measured against a holdout control group that received no AI intervention.
Statistical methods that establish causation (not just correlation) between marketing/sales actions and revenue outcomes using experimental design.
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