A question for tech folks, particularly in terms of analytics and telemetry: From what I remember during my brief time at King Games, there was an emphasis on A/B tests. I have some questions about my understanding of A/B tests versus what they actually are (thread).
I vaguely recall from reading a description from someone involved in the field is that the purpose is usually to measure a given KPI based on some change in user experience, but beyond that, I'm not entirely clear on how A/B criteria are selected, that kind of thing.
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Per the explanation that I read, it amounted to something along the lines of examining the KPI for a specific change, i.e.: A: Raising the value of in-game Widgets from X to Y results in +0.5% ARPPU. B: Raising the value of in-game Widgets from X to Z results in +0.75% ARPPU.
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If that's the case, though, where do control groups fit in? Based solely on the sorts of user-experience-damaging changes that companies like Twitter appear to make in such a blithe manner, is there any consideration given to other, less measurable effects?
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