#025: A/B Testing with Kelly Wortham from EY
The Analytics Power Hour
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Is Analytics Going to Answer Questions?
There has to be this organizational consensus that analytics is to answer questions, and that analytics won't be able to answer all the tons. So you have this beautiful back log of here. Here's all the questions that we're asking in the analytics team. And based on the analytics, they make a recommendation of how to test it. And then you have a much stronger test design and a much better chance of getting successful results. But it requires close allignment between analytics and tusting - or even the analycts an testing are within the same organization.
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