Literature review
Loading...
URL
Journal Title
Journal ISSN
Volume Title
School of Business |
Bachelor's thesis
Unless otherwise stated, all rights belong to the author. You may download, display and print this publication for Your own personal use. Commercial use is prohibited.
Authors
Date
2019
Department
Major/Subject
Mcode
Degree programme
Tieto- ja palvelujohtaminen
Language
en
Pages
28 + 14
Series
Abstract
The increase of data-driven decision making in digital-facing organisations in the 2010’s has brought methodologies such as A/B testing into the toolbox of online marketers. A/B testing in particular has become an essential part of the design process for advertisements, websites, and any user-facing interfaces. This thesis aims to form a critical appraisal of A/B testing as a method by conducting a systematic literature review on how much the topic has been studied before. In addition, this thesis identifies the common pitfalls seen in implementation of A/B tests. The motivation to form a critical look into the subject rises from the rapid growth of the popularity of A/B testing. As the amount of companies utilising the methodology rises, it is important to review the topic to identify current best practices and possible deficiencies in research.Description
Thesis advisor
Zhou, XunKeywords
A/B testing, online controlled experiment, marketing, optimization