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Big Data Demystified by David Stephenson

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Chapter 4

Use cases for (big) data analytics

In this chapter, I’ll cover important business applications of analytics, highlighting the enhancements of big data technologies, either by providing scalable computing power or through the data itself. It is not uncommon for these applications to raise KPIs by double digits.

A/B testing

In A/B testing, also called split testing, we test the impact of (typically small) product modifications. We divide customers into random groups and show each a different version. We run the test for a few weeks and then study the impact. Any attribute of your website can be tested in this way: arrangements, colours, fonts, picture sizes, etc. Companies run hundreds of A/B tests over the course of a year to find ...

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