May 2022: Experimentation News Round Up

Marketing in the metaverse: An opportunity for innovation and experimentation

McKinsey & Co | By Eric Hazan, Greg Kelly, Hamza Khan, Dennis Spillecke, Lareina Yee

"Now is the right time to adopt a test-and-learn mindset, to be open to experiments in the metaverse, and to move on quickly from failure and capitalize on success."

What Hypothesis Test Should I Use for My A/B Experiment?

Towards Data Science Blog | By Rhys Kilian

"This article is your quick reference guide to the most common types of hypothesis tests you’ll need to analyse your A/B(/C) experiments. I use these tests regularly as a Data Scientist at Movember."

Meet Dash-AB — The Statistics Engine of Experimentation at DoorDash

DoorDash Engineering Blog | By Caixia Huang, Yixin Tang

"This post will take a look under the hood of the challenges we had with experimentation and what statistical methods we defined in order to build Dash-AB."

A/A Testing Establishes Trust in Experimentation Platform

Towards Data Science Blog | By Max Li, Chao Qi

This article shares how Wish gains confidence in their A/B testing platform through various A/A tests.

All you should know about AB testing

Medium Blog | By Andrii Shchur

In this blog post, Andrii Shchur, Data/Analytics Expert at Seeking Alpha, shares everything he thinks you should know about A/B testing.

MarTech Interview with Kirsten Allegri Williams, CMO at Optimizely

MarTech Series | By Paroma Sen

"Kirsten Allegri Williams, CMO at Optimizely shares a few best practices and observations on B2B marketing and the evolving need for better personalization tactics."