The Fundamentals of A/B Testing

by Amy Gallo

As we learned in chapter 5, running an experiment is a straightforward way to collect new data about a specific question or problem. One of the most common methods of experimentation, particularly in online settings, is A/B testing.

To better understand what A/B testing is, where it originated, and how to use it, I spoke with Kaiser Fung, who founded the applied analytics program at Columbia University and is author of Junk Charts, a blog devoted to the critical examination of data and graphics in the mass media. His latest book is Numbersense: How to Use Big Data to Your Advantage.

What Is A/B Testing?

A/B testing is a way to compare two versions of something to figure out which performs ...

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