Experimentation Works

INDEX

A/A tests, 102, 105

ABCDE framework, 12, 13, 199–203, 221

A/B illusion, 138–139

A/B/n tests, 85, 104

A/B tests, 9, 85–89

by Bing, 81–83

by Booking.com, 86, 87, 156, 159–160, 164, 181–182, 183, 206

ethics of, 138

impact of, 216, 220–222

knowledge gained from, 103

outliers and, 107

by startups, 219, 241n34

use of, 111

acupuncture, 130–131

Adobe Target, 88, 190

agency model, 156

agility, 45

Airbnb, 158

Air Patriots, 119

Altair Engineering, 190

alternative hypothesis, 104

Amazon, 37, 51–52, 83, 90, 107, 119, 122, 132, 137, 155, 163, 218, 222

America’s Cup (1995), 7–8, 27, 29–34, 35, 39

ams AG, 143–144

ancillary effects, 59–60

Anderson, Chris, 238n21

ANSYS, 190

Apple, 15–16, 24, 109, 211

Ariely, Dan, 116–117

artificial intelligence (AI), 228 ...