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Annemarie Klaassen

Annemarie is an analytics and optimization expert. She loves digging and analyzing data to get real actionable insights. She works at Online Dialogue: an evidence based optimization agency from the Netherlands.

How to Make More Money With Bayesian A/B Test Evaluation

The traditional (and most used) approach to analyzing A/B tests is to use a so-called t-test, which is a method used in frequentist statistics.

While this method is scientifically valid, it has a major drawback: if you only implement significant results, you will leave a lot of money on the table.

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