The Fifth Elephant 2015

A conference on data, machine learning, and distributed and parallel computing

AB testing: What, Why & How

Submitted by Renuka Khandelwal (@renuka) on Monday, 15 June 2015

Section: Full Talk Technical level: Beginner


Understand, what AB testing is? why is it a great tool? how to experiment correctly? and learnings.


Frequent changes in website design, content, and backend algorithms are very common these days, to accommodate business requirement and expansion plans. These changes can have positive/negative impact on business. A/B test lets you experiment with multiple state/strategies to determine which ones produce best results. It changes the notion of “your think” to “you know”.

I’ll cover multiple real world scenarios picked from e-commerce domain to demonstrate the concepts.

Speaker bio

Renuka is MTS at Bloomreach India. She works on enhancing search quality and website content. Prior to Bloomreach Renuka was with Flipkart and contributed in building Flipkart’s Recommendation System and Promotion engine from scratch.

In her 8+ years professional of experience, she has worked on numerous projects involving distributed system, modeling data platform, user relevance and personalization. She is M.Tech in Computer Science from IIIT Hyderabad with specialization in data sciences.



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