A B Testing

Thursday. A product manager at a Series B SaaS company opens her A/B testing dashboard for the fourth time that day, a half-drunk cold brew beside her laptop. The screen reads: Variant B,...

Show code library(tibble) library(ggplot2) library(dplyr) library(tidyr) library(latex2exp) library(scales) library(knitr) Over the past few years working in marketing measurement, I’ve noticed that is one of the vital poorly understood testing and measurement topics. Sometimes it’s misunderstood and sometimes it’s not applied in...

Which Final result Matters? Here is a typical scenario : An A/B test was conducted, where a random sample of units (e.g. customers) were chosen for a campaign they usually received Treatment A. One other...