Course

Advanced Experimentation

This course is designed for practitioners who already understand the foundations of experimentation and want to dive deeper into the implementation methods, calculations, setup, and analysis of experiments.

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Lessons

The bayesian approach to A/B testing

Learn how Bayesian A/B testing works, why it's different from traditional testing, and how it helps teams make faster, more confident decisions.

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Client-side testing and personalization explained

Learn how client-side testing enables fast experimentation and personalized experiences while understanding its benefits, limitations, and use cases.

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Why session-based attribution is flawed in A/B tests

Learn what conversion attribution KPIs measure, why they matter for experimentation, and how they help evaluate campaign and personalization success.

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The frequentist approach to A/B testing

Understand the Frequentist approach to A/B testing, including statistical significance, p-values, confidence levels, and experiment interpretation.

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Choosing the right optimization KPI for your A/B tests

Learn three essential A/B testing rules that reduce costly mistakes, improve experiment quality, and help teams generate reliable optimization outcomes.

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Outliers detection in A/B testing

Understand how outlier detection identifies unusual data points, minimizes skewed experiment results, and improves the reliability of performance analysis.

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Server-side testing and personalization explained

Explore how server-side testing enables faster experimentation, backend optimization, and personalized customer experiences across digital touchpoints.

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The complex nature of running multivariate tests

Learn why multivariate testing is often impractical, when A/B testing is the better choice, and how to optimize experiments with faster, actionable insights.

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The role of optimization analytics in experimentation

Discover how optimization analytics helps evaluate experiments, uncover actionable insights, and continuously improve digital experiences with confidence.

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