32: Data Gathering and Verification with AB Testing

How To Succeed In Product Management | Jeffrey Shulman, Red Russak & Soumeya Benghanem

In this episode of the How to Succeed in Product Management Podcast, marketing professor Jeff Shulman and The Product Management Center advisory board member Soumeya Benghanem welcome Ron Berman (Marketing Professor at Wharton) to talk about experimentation. Since data is one of the most valuable components to all product development, is it right to say that AB testing is the ultimate go-to experiment method? Or will it depend on the availability of samples and the number of experiments your team is willing to test? Tune in to find out!

Support for How to Succeed in Product Management is brought to you by Apptentive, which enables product managers to measure shifts in customer emotion and gather actionable feedback across the mobile customer journey. To learn more, go to Apptentive.com/UW.

What to Listen For:

• 00:00 Intro
• 05:06 Is AB Testing the best experimentation process?
• 08:48 Run the test, design two versions, check the conversion rate
• 12:38 If you change something very small, the effect is not very large
• 22:34 We need to think of good things to experiment with
• 30:34 When the result is indisputable and when it becomes inconclusive
• 34:50 Running multiple versions of an experiment
• 42:02 Conducting a test with very small samples
• 46:21 AB test is just one method of quantitative experimentation
• 56:34 Let data drive in making critical decisions