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Essays on the Use of A/B Testing among e-Commerce Practitioners.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Essays on the Use of A/B Testing among e-Commerce Practitioners./
Author:	Miller, Alex.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2022,
Description:	175 p.
Notes:	Source: Dissertations Abstracts International, Volume: 84-01, Section: B.
Contained By:	Dissertations Abstracts International84-01B.
Subject:	Information technology. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=29168580
ISBN:	9798834098072

Essays on the Use of A/B Testing among e-Commerce Practitioners.
Miller, Alex.

Essays on the Use of A/B Testing among e-Commerce Practitioners. - Ann Arbor : ProQuest Dissertations & Theses, 2022 - 175 p.

Source: Dissertations Abstracts International, Volume: 84-01, Section: B.

Thesis (Ph.D.)--University of Pennsylvania, 2022.

This item must not be sold to any third party vendors.

Randomized experiments-often called A/B tests in industrial settings-are an increasingly important element in the management of many organizations. While some firms have long had both the managerial and technical know-how to use experiments for making key decisions, new forms of software and internet infrastructure have dramatically lowered the cost of conducting A/B tests online, opening up the practice to an entirely new set of organizations. This dissertation studies the practice of A/B testing among this new wave of practitioners, characterized primarily as e-commerce businesses that have adopted new forms of low cost, easy to use, third-party experimentation software. The first two chapters of this document study A/B testing as its own distinct phenomena in digital business, answering questions about the prevalence of p-hacking among e-commerce practitioners and the nature of how firms use A/B testing software in the real world. The final chapter demonstrates how e-commerce firms can use A/B tests and recent developments in causal machine learning for improved customer targeting and price discrimination. As a whole, this work demonstrates the growing importance of A/B testing and causal reasoning as a key factor in the future of managerial decision making.

ISBN: 9798834098072Subjects--Topical Terms:

532993
Information technology.
Subjects--Index Terms:

A/B testing

Essays on the Use of A/B Testing among e-Commerce Practitioners.
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506 $a This item must not be sold to any third party vendors.
520 $a Randomized experiments-often called A/B tests in industrial settings-are an increasingly important element in the management of many organizations. While some firms have long had both the managerial and technical know-how to use experiments for making key decisions, new forms of software and internet infrastructure have dramatically lowered the cost of conducting A/B tests online, opening up the practice to an entirely new set of organizations. This dissertation studies the practice of A/B testing among this new wave of practitioners, characterized primarily as e-commerce businesses that have adopted new forms of low cost, easy to use, third-party experimentation software. The first two chapters of this document study A/B testing as its own distinct phenomena in digital business, answering questions about the prevalence of p-hacking among e-commerce practitioners and the nature of how firms use A/B testing software in the real world. The final chapter demonstrates how e-commerce firms can use A/B tests and recent developments in causal machine learning for improved customer targeting and price discrimination. As a whole, this work demonstrates the growing importance of A/B testing and causal reasoning as a key factor in the future of managerial decision making.
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