Interview Guides
You work on a marketing analytics team that is deciding between two versions of a campaign experience, such as different email creative, landing page copy, or call-to-action treatments. Stakeholders want to know why running an A/B test is better than relying on before-and-after comparisons or intuition alone.
Can you explain the significance of A/B testing in marketing analytics, including what it helps you learn, how you would define success, and why it leads to better decisions than observational comparisons?
