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The Truth about A/B Experimentation

by Chris Powers

Published November 4, 2016 in Technology

There are plenty of blog articles singing the praises of using A/B experimentation to iteratively make product improvements, but what details are they missing? After spending the last five years running thousands of experiments across the web, mobile, and email platforms at Groupon, I've learned firsthand about the successes and pitfalls of experimenting at scale. Turns out that experimentation is not simple, nor is it a solved problem. That said, getting experimentation right is the difference between organizations being driven by data versus being driven by a CEO's latest whims.

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