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Key Business Analytics by Bernard Marr

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Business experiments/experimental design/AB testing

What is it?

Business experiments, experimental design and AB testing are all techniques for testing the validity of something – be that a strategic hypothesis, new product packaging or a marketing approach.

Business experiments tend to be the blanket term for this type of testing in business; experimental design is testing that occurs in product development; while AB testing is the term applied to tests that occur in marketing activity. Regardless of the term the principle goal in this type of testing is to extract the maximum amount of unbiased information regarding the various factors being tested so that the best course of action can be determined before implementation.

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