DataFramed #292 Offline A/B Testing: Experimentation in Brick and Mortar with Philipp Paraguya, Chapter Lead Data Science at ALDI DX
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Mar 17, 2025 
Phillip Paraguya, Chapter Lead for Data Science at ALDI DX, shares his expertise in A/B testing within physical retail environments. He delves into the unique challenges of balancing statistical rigor with the practicalities of store operations. The discussion highlights strategies for engaging stakeholders, overcoming skepticism in data science, and the evolving role of data scientists. Phillip also emphasizes the importance of effective data storytelling and the impact of AI on coding workflows, reflecting on how these elements shape the future of retail experimentation.
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Good A/B Testing Practices
- Start A/B tests with a clear hypothesis and understand potential business impacts.
- Ensure a proper design for statistical power and reliable results.
A/B Testing Challenges in Retail
- Philipp Paraguya explains A/B testing assortment changes in brick-and-mortar stores like Aldi presents logistical challenges.
- These challenges include managing different vendors, distribution, and in-store logistics, impacting the entire supply chain.
Website Design A/B Test Failure
- Philipp Paraguya shares an example of an A/B test where customer segmentation for website design failed.
- This failure occurred due to insufficient customer data early in the customer journey on the website.