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Bayesian A/B Test on Adobe Target

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Hello,

I am planning to use Adobe Target to setup A/B tests on our e-commerce website to check the performance of new features that are added to various pages.

I was trying to understand the methodology on Adobe Target to determine the results of A/B test and got the following document after some research.

https://marketing.adobe.com/resources/help/en_US/target/target/c_determine-winner.html

As per my understanding, the back end uses p-values based on Student's T-test for hypothesis testing (Frequentist method) to determine a winner.

I wanted to understand if there is a way to analyze A/B test using Bayesian statistics on Adobe Target. Please let me know if there is such an option

1 Accepted Solution

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Correct answer by
Employee

Hi shivakumar6377​ Yes you are correct about Target using the Frequentist method. Target reporting does not use Bayesian statistics .

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Correct answer by
Employee

Hi shivakumar6377​ Yes you are correct about Target using the Frequentist method. Target reporting does not use Bayesian statistics .