Extending the Scope of an A/B Testing Platform

It’s worth highlighting that the software that supports A/B testing can also aid many other use cases. The use cases that go beyond experimentation include the following:

  • Feature flags
  • User cohorts
  • Data analysis
  • Targeting campaigns

We’ll quickly detail how these use cases are enabled by very similar logic that’s in place in a typical A/B testing platform. You might be wondering why we’re discussing these additional features. You’re more likely to invest in the design of an engineering platform if there are multiple use cases it can support. Alternatively, if your peers or key executives are pushing back on building A/B testing capabilities within the product, consider leaning into these other capabilities ...

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