Strategies for Dynamic Experimentation

Funded Research Proposal

In this project, we seek to update the statistical paradigm for conducting A/B tests in the 21st century. In particular, we plan to develop a statistical framework that takes the guesswork out of deciding when to stop an experiment and to calibrate a firm’s decision thresholds based on their own historical data.Read More

An Empirical Meta-analysis of E-commerce A/B Testing Practices

Working Papers

Firms often have many competing innovations that are possible for them to implement, but limited information about which one is likely to yield the highest return. An emerging strategy for evaluating various innovations is A/B testing, which gives firms a data-driven strategy for making strategic innovation decisions. Read More