Hands-On Data Science for Marketing

Summary

In this chapter, we have learned about one of the most frequently used testing methods in marketing for making decisions on future marketing strategies. We have discussed what A/B testing is, why it is important to run A/B tests before you fully commit to one marketing strategy, and how it can help you reach your marketing goal in a more efficient and less expensive way. By working through a sample use case, where your goal was to choose the best email subject line, we learned what a typical process for running A/B tests looks like. A/B testing does not need to happen only once. A/B tests are best used when you consistently test your new ideas against currently running strategies or against other ideas through experiments. Simply ...