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A/B Testing Madness

January 27, 2022

Many companies today use A/B testing to support and improve their decisions. A/B tests are studies when a target audience is split into several groups, each seeing a specific version of a product. The goal of the A/B tests is simple - to decide what works better. There are many challenges with A/B tests - mathematical, technological, and operational.

Which statistical procedures to use for inferences? How to incorporate A/B testing into technological procedures? How should businesses act on the results of the analyses? The talk will cover how the Data Science team addresses these issues at Product Madness - a mobile gaming company. The mobile gaming industry has plenty of data, a dynamic user base, and a fast-paced business, which makes A/B testing exciting and challenging