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Seasonality in Growth Experiments

HardStatistics & Probability00:00
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Your question is Seasonality in Growth Experiments. Take a moment with it on the right.

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Problem

Scenario

You're evaluating a product growth experiment on a user-facing surface with clear day-of-week and monthly usage patterns. The team wants to know how seasonal traffic swings should change the way you design and read the test.

Question

How would you think about the impact of seasonality on a product growth experiment?

What this tests

  • How seasonality can bias experimental reads
  • Why concurrent randomization matters
  • How to separate treatment effects from time effects
  • When to run for full seasonal cycles