Question
We have just completed an AB test on a monetization-driving feature and we got these results: GROUP A (Control) GROUP B ARPDAU $ 0.15 0.16
We have just completed an AB test on a monetization-driving feature and we got these results:
| GROUP A (Control) | GROUP B | |
| ARPDAU $ | 0.15 | 0.16 |
| ARPPU $ | 30 | 16 |
Questions:
- What scenario would you pick to be the winner? Why?
- Why do you think the ARPDAU and ARPPU values are behaving this way? What is influencing them?
- What feature could we have tested to get these results?
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Marketing Real People, Real Choices
Authors: Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart, J. Brock Smith, Sylvain Charlebois, Bhupesh Shah
4th Canadian Edition
132913178, 978-0134365954, 013436595X, 978-0132913171
