For the latest in the Data Insights Cambridge meetup which we host, we are delighted to be welcoming Metail’s very own Shrividya Ravi to speak about the ‘A – Z of A/B testing’.
What is A – Z of A/B testing?
Randomised control trials have been a key part of medical science since the 18th century. More recently they have gained rapid traction in the e-commerce world where the term ‘A/B testing’ has become synonymous with businesses that are innovative and data-driven.
A/B testing has become the ‘status quo’ for retail website development – enabling product managers and marketing professionals to positively affect the customer journey; the sales funnel in particular. Combining event stream data with sound questions and good experiment design, these controlled trials become powerful tools for insight into user behaviour.
This talk will present a comprehensive overview of A/B testing discussing both the advantages and the caveats. A series of case studies and toy examples will detail the myriad of analyses possible from rich web events data. Topics covered will include inference with hypothesis testing, regression, bootstrapping, Bayesian models and parametric simulations.
Dr Ravi transitioned to Data Science following her PhD in experimental materials physics. Working as a Data Scientist at Metail (online try-on technology), Shriv continues experimenting and teasing insights from data.
Head to the Data Insights Cambridge Meetup page to register.