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HBR Guide to Data Analytics Basics for Managers (HBR Guide Series)
book

HBR Guide to Data Analytics Basics for Managers (HBR Guide Series)

by Harvard Business Review
March 2018
Beginner content levelBeginner
256 pages
3h 56m
English
Harvard Business Review Press
Content preview from HBR Guide to Data Analytics Basics for Managers (HBR Guide Series)

CHAPTER 7

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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Publisher Resources

ISBN: 9781633694293