Implement Statistical Model

Project Description

We are a small international marketing agency specialising in paid advertising.  We wish to implement a statistically sound testing model based upon the work done by Optimizely and referenced here:

http://pages.optimizely.com/rs/optimizely/images/stats_engine_technical_paper.pdf

We want to ensure:

1. that we understand the solution designed by Optimizely and that it is suitable for our needs
2. determine the formulae to be implemented so our PHP developers can build them programatically
3. understand any limitations to the suitability of the calculations or improvements that can be made

We have a test data set of over 200 advertisers with millions of ad impressions and clicks which we can validate our tests against. 

Our required deliverables are:

1. written explanations of points 1 and 3 above
2. formula in the form of an Excel doc or similar that our developers can program against with clear definitions of all inputs and outputs

Once implemented we will seek to continue working with the expert to advance the usable scenarios for the testing methods and then investigate further statistical and predictive models from our data.