Test & Roll: Profit-Maximizing A/B Tests

We reframe A/B testing as a decision problem with the goal of maximizing profit and derive the optimal sample size formula.

• 저널Marketing Science · 38(6) · 1038–1058
• 토픽Simulation Techniques and Applications · Management Science and Operations Research
• DOI10.1287/mksc.2019.1194
• 저자Elea McDonnell Feit, Ron Berman