A/B TestIng SimulatIon DATA ANALYTICS

1. This is an electable add on course for those doing the extended courses. Learn to effectively run and analyze randomized experiments to inform product and market strategies. A short 2-4 hour course. The simulation focuses on a digital environment to illustrate the use of A/B testing which is widely applicable and use in many managerial settings. Designed by Professor Kartek Hosanger

Before launching a new product, most organizations run A/B tests so they can make data-driven choices about their go-to-market strategy. Decisions such as which marketing message works best with consumers, what is the best way to describe the product’s benefits and features in the marketplace, and what price is the consumer willing to pay? The world of A/B testing has rapidly evolved over the past decade, with new streams of data, new methods for analysis, and new techniques for customer targeting. This simulation is designed to expose learners to key A/B testing concepts, with a focus on highlighting the importance of the explore-exploit tradeoff—a fundamental tension between acting quickly on uncertain results and gathering more data to make more precise estimates.

Playing the role of the eCommerce director of Nano, a company that has just launched its next generation smartphone, learners must increase customer conversion rates to maximize profits. Learners have access to a realistic eCommerce test suite where they run a series of experiments testing multiple variations of each component. The in-game eCommerce dashboard is modelled after real-world testing interfaces, where learners:

• set up their experiments
• gather data about customer conversion rates
• evaluate that data
• make decisions about the go to market strategy

COST

$75 per learner