Python Tutorial : Customer Analytics and A/B Testing in Python
Want to learn more? Take the full course at https://learn.datacamp.com/courses/customer-analytics-ab-testing-in-python at your own pace. More than a video, you'll learn hands-on coding & quickly apply skills to your daily work.
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Hi, my name is Ryan and I will be your instructor for this course on customer analytics and A/B Testing. This is a fascinating subject, and I'm looking forward to the opportunity to explore it with you.
The primary focus of this course is A/B testing. A/B testing is a tool that allows you to test two or more different ideas against each other in the real world, and to see which one empirically performs better.
Because you are running this test in the real world, there is no guessing. You get to know which idea is better under the conditions that matter most. Beyond that, it has many other benefits. It can provide accurate answers quickly, allowing companies to rapidly iterate on ideas. At its core, it is one of the only statistically sound ways to establish causal relationships.
We will dive into all of this later in the course.
Simply speaking, A/B testing works by exposing unique randomly assigned groups of users to each of the ideas you want to test. Then you can observe these users, and by measuring how they behave, untangle the impact of each of your ideas ultimately determining which is best.
If you have users and ideas, then chances are you can run an A/B test. It is utilized in fields as diverse as pharmaceutical companies testing the impact of different drugs to mobile games trying to incentivize users to spend more, and subscription services working to drive user growth, as well as many more use cases beyond these.
Before you can perform an A/B test you must first understand what is worth testing and optimizing for. The first chapter will cover this topic in detail. Once we understand these metrics we discuss exploratory data analysis in chapter 2, which leads naturally to the bulk of the course, on how to design and anal
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