Summary

In this chapter, we have learned about one of the most frequently used testing methods in marketing for making decisions on future marketing strategies. We have discussed what A/B testing is, why it is important to run A/B tests before you fully commit to one marketing strategy, and how it can help you reach your marketing goal in a more efficient and less expensive way. By working through a sample use case, where your goal was to choose the best email subject line, we learned what a typical process for running A/B tests looks like. A/B testing does not need to happen only once. A/B tests are best used when you consistently test your new ideas against currently running strategies or against other ideas through experiments. Simply put, whenever there is a new idea, it should be A/B tested. Using the t-test and the Python and R tools that we have learned about in this chapter...