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Published : Oct 28, 2020
This blip is not on the current edition of the Radar. If it was on one of the last few editions, it is likely that it is still relevant. If the blip is older, it might no longer be relevant and our assessment might be different today. Unfortunately, we simply don't have the bandwidth to continuously review blips from previous editions of the Radar. Understand more
Oct 2020
Assess ? Worth exploring with the goal of understanding how it will affect your enterprise.

Controlled experiments using A/B testing is a great way to inform decisions around product development. But it doesn't work well when we can't establish independence between the two groups involved in the A/B test — i.e., adding someone to the "A" group impacts the "B" group and vice versa. One technique to address this problem space is Switchback experimentation. The core concept here is we switch back and forth between the "A" and "B" modes of the experiment in a certain region at alternating time periods instead of both running during the same time period. We then compare the customer experience and other key metrics between the two time buckets. We've tried this to good effect in some of our projects — it's a good tool to have in our experiments toolbelt.

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