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On AB Testing
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Hector Zarate
September 16, 2016
Technology
2
400
On AB Testing
My slides on my presentation on AB Testing.
As presented in NSSpain 2016.
Logroño, Spain.
Hector Zarate
September 16, 2016
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Transcript
AB Testing Hector Zarate @ChocoChipset
AB Testing Hector Zarate @ChocoChipset
Hector Zarate (@ChocoChipset) Software Engineer at Spotify Boxun Zhang Data
Scientist at Spotify
1. What?
None
None
YOU ARE PART OF AN EXPERIMENT
AB Testing
None
Samson, 3
Max, 30 Samson, 3 +5% matches
Share of Matches 20% 23.75% 27.5% 31.25% 35% Week 0
Week 1 Week 2 Week 3 Week 4 With Sunglasses Sunglasses
Share of Matches 20% 23.75% 27.5% 31.25% 35% Week 0
Week 1 Week 2 Week 3 Week 4 With Sunglasses Control Sunglasses
Share of Premium Conversion 20% 23.75% 27.5% 31.25% 35% Week
0 Week 1 Week 2 Week 3 Week 4 Variation A Control Sunglasses
User Retention 20% 23.75% 27.5% 31.25% 35% Week 0 Week
1 Week 2 Week 3 Week 4 Variation A Control Sunglasses
None
spotify:user:chocochipset 92b2976bb15d26c9008
1 2 3 4 5 6 7 8 9 10
p ( x ) x 1 / n
1 2 3 4 5 6 7 8 9 10
p ( x ) x 1 / n
1 2 3 4 5 6 7 8 9 10
p ( x ) x 1 / n 0% 60%
Markets
Demographics
User Attributes
None
Login resolveABFlags() response(ABFlags) ABBA Cache AB Values Load Cached or
Default AB Flags
Example button.color = [UIColor spotifyGreen]; BOOL isButtonPink = ([abFlags[@“pink-buttons"] isEqual:@"1"]);
if (isButtonPink) { // alternate path here: button.color = [UIColor spotifyPink]; } Key Value charts Enabled pink-buttons 0 buffer-quality low gallery-artist Control
Key Value charts Enabled pink-buttons 0 buffer-quality low gallery-artist Control
Example button.color = [UIColor spotifyGreen]; BOOL isButtonPink = ([abFlags[@“pink-buttons"] isEqual:@"1"]); if (isButtonPink) { // alternate path here: button.color = [UIColor spotifyPink]; } Key Value charts Enabled pink-buttons 1 buffer-quality low gallery-artist Control pink-button 1 Variation A Control
Control Variation
Analytics impressions and interactions
* just a personal preference
2. How?
1. Hypothesis 2. Design 3. Run 4. Analysis
1. Formulate a Hypothesis
2. Design the Test
# shuffle plays 2.1 Target Metrics
# matches Samson, 3 # replies # walks in the
park
2.2 Test Group more test bandwith, less confidence, smaller effect
in business less test bandwith, more confidence, bigger effect in business Small Large
2.3 Duration
3. Run the test
1 2 3 4 5 6 7 8 9 10
p ( x ) x 1 / n Test A Test A Test B Test B Test A / Test B Watch out for conflicting tests!
Don’t cut them short! Bruno Cesar 48’ Ronaldo 89’ Morata
90’ + 4’ 2 -1
0 25 50 75 100 D1 D2 D3 D4 D5
D6 D7 D8 Don’t cut them short!
4. Analyze the results
1. Formulate a Hypothesis new
3. Case Studies
3.1. Losing Calories
None
None
None
None
None
None
Test: Tab Bar Navigation Hypothesis: By switching to TBN, we
expect an increase in the share of users who click at least one menu item. 1
Test: Tab Bar Navigation Hypothesis: By switching to TBN, we
expect an increase in the share of users who click at least one menu item. 2.1
10% New Users 1% Existing Users 2.2
2.3 8 day period
4 Clicks on Menu Items 10% 20% 30% 40% 50%
60% 70% 80% 90% 100% 110% 120% 130% Control Tab Bar 130% 100%
4 Clicks Overall 10% 20% 30% 40% 50% 60% 70%
80% 90% 100% 110% 120% 130% Control Tab Bar 109% 100%
4 1. Increased clicks in Tab Items 2. Decreased clicks
in non-tab items.
WHY AB TEST? QUANTIFY THE IMPACT OF A SPECIFIC CHANGE
3.2. Home in Mexico
My Rock Your Rock
My Home Your Home
My Home Your Home
Test: Home Hypothesis: We will measure an increased second week
retention by using the new ‘Home’ as start page. 1
Test: Home Hypothesis: We will measure an increased second week
retention by using the new ‘Home’ as start page. 2.1
US UK Germany Austria Mexico 4
1. Is the localization good? 2. Are recommendations relevant for
the market? 3. Technical restrictions we are not aware of? 4
12.34 Mbps US 13.70 Mbps UK 13.42 Mbps Germany 15.48
Mbps Austria 7.4 Mbps Mexico * 3.7 Mb 4
1. Hypothesis 2. Design 3. Run 4. Analysis
Test: Home Hypothesis: By compressing the data sent for Home,
more users will play on day one, two and be active during their second week. 1
4. Pitfalls
NO DATA
Max, 30 TOO MANY CHANGES
Max, WOLF AT WALL STREET TOO MANY CHANGES
DONT LISTEN TO YOUR HEART (LISTEN TO THE DATA)
5. Wrap Up
None
None
None
None
None
KNOWLEDGE IS YOUR ROI
A test is an investment Design to maximize learning
NEGATIVE RESULTS ARE STILL POSITIVE
TRY AB TESTING
None
Gracias! Hector Zarate @ChocoChipset spotify.com/jobs
Preguntas! Hector Zarate @ChocoChipset spotify.com/jobs