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Supplementary software
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Reference no. UVA-QA-0821X
Subject category: Case Method and Specialist Management Disciplines
Authors: Kenneth (Casey) Lichtendahl (Darden School of Business, University of Virginia); Yael Grushka-Cockayne (Darden School of Business, University of Virginia); Bert De Reyck (University College, London (UCL)); Ioannis Fragkos (University College, London (UCL))
Published by: Darden Business Publishing
Originally published in: 2015
Version: 23 July 2015
Revision date: 31-Jul-2015
Format: .xlsx
Data source: Published sources
Topics: Hypothesis testing; A/B test; Horse race; Paired t-test; Parallel run; Algorithm; ERPM; Conversion rate; Management science; Decision analysis; Forecasting; Quantitative analysis
Share a link: https://casecent.re/p/127715
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Abstract

This software is to accompany the case. Two recently graduated MBA students are tasked with developing an ad-serving learning algorithm for a mobile ad-serving company. The case illustrates the way in which hypotheses can be tested in an A/B format or 'horse race' in order to establish customer preferences and superior profitability. The case was written for a course elective covering hypothesis testing.
Case
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Reference no. UVA-QA-0821
Subject category: Case Method and Specialist Management Disciplines
Authors: Kenneth (Casey) Lichtendahl (Darden School of Business, University of Virginia); Yael Grushka-Cockayne (Darden School of Business, University of Virginia); Bert De Reyck (University College, London (UCL)); Ioannis Fragkos (University College, London (UCL))
Published by: Darden Business Publishing
Originally published in: 2015
Version: 7 March 2017
Revision date: 15-Mar-2017
Length: 7 pages
Data source: Published sources
Topics: Hypothesis testing; A/B test; Horse race; Paired t-test; Parallel run; Algorithm; ERPM; Conversion rate; Management science; Decision analysis; Forecasting; Quantitative analysis
View full details

About

Abstract

This software is to accompany the case. Two recently graduated MBA students are tasked with developing an ad-serving learning algorithm for a mobile ad-serving company. The case illustrates the way in which hypotheses can be tested in an A/B format or 'horse race' in order to establish customer preferences and superior profitability. The case was written for a course elective covering hypothesis testing.

Related

Case
-
Reference no. UVA-QA-0821
Subject category: Case Method and Specialist Management Disciplines
Authors: Kenneth (Casey) Lichtendahl (Darden School of Business, University of Virginia); Yael Grushka-Cockayne (Darden School of Business, University of Virginia); Bert De Reyck (University College, London (UCL)); Ioannis Fragkos (University College, London (UCL))
Published by: Darden Business Publishing
Originally published in: 2015
Version: 7 March 2017
Revision date: 15-Mar-2017
Length: 7 pages
Data source: Published sources
Topics: Hypothesis testing; A/B test; Horse race; Paired t-test; Parallel run; Algorithm; ERPM; Conversion rate; Management science; Decision analysis; Forecasting; Quantitative analysis
View full details