ПРОДУКТОВЫЙ ПОДХОД ПРИ ПРОВЕДЕНИИ A/B-ТЕСТИРОВАНИЯ ЦИФРОВЫХ СЕРВИСОВ

Abstract

The methodology of A/B testing has been clarified from the perspective of productbased approach to digital product management. The issue of data collection in the modern product management and its formalization within the concepts of unit economics has been raised. The verification of hypotheses through statistical A/B testing has been studied. To accomplish this, the design of multiple experiments, its mathematical apparatus, the regulation of testing processes, as well as methods of interpreting results using publicly available datasets of user behavior, have been examined.