Split/Test Digest

Retailers often balance personalization with trends and competitor benchmarks, but we wondered how much outside signals really reflect the reality of a retailer’s own audience. What if the patterns hiding in clickstream data told a different story...

Imagine this. You’re running an A/B test. You’ve followed every best practice: scoped the hypothesis, implemented the feature cleanly, launched to 50% of users, and hit your minimum sample size. You check your metrics: revenue is up, conversion is...