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Glossary
Glossary

A/B Test

An A/B test compares two variants using a defined method to understand their effect on an indicator. Assignment, volume, duration, and analysis criteria must be established. A difference observed in a small sample may be due to chance. The decision must take into account uncertainty and side effects.

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Measure performance

A concrete example

Two randomly assigned groups receive different email subject lines, with the same content and at the same time. The decision indicator is fixed before sending.

A point to consider

A difference observed in a small volume may be due to chance. Avoid multiplying the variants and stop as soon as a result seems favorable.

Write the decision before launching the test

Specify the population, the unit of distribution, the primary indicator, the expected duration, and the adverse effects to monitor. Keep a control variant and avoid changing multiple elements if you want to understand which one is having an effect. Document exclusions before the analysis. An uncertain result calls for a cautious conclusion; it does not become positive by retrospectively selecting the segment that appears most favorable.

Questions to ask your team

  • Does the test cover the time required for the measured action?
  • Have stopping and analysis rules been defined before reviewing results?

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Glossary 2 min

Incrementality

Incrementality corresponds to the proportion of a result attributable to an action compared to what would have occurred without it. It is a matter of comparison and methodology. Since the most engaged customers may already be the most active, their performance alone is not enough to prove an additional effect.

Understand and apply
Glossary 2 min

Activation

Activation refers to the point at which an eligible person takes a first action defined as significant. This action can be account creation, first participation, or first use. The term must always be accompanied by its operational definition and the period over which it is measured.

Understand and apply
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