Complete Case details are given below :
Case Name : A/B Testing at Vungle
Authors : Yael Grushka-Cockayne, Kenneth C. Lichtendahl, Bert De Reyck, Ioannis Fragkos
Source : Darden School of Business
Case ID : UV6965
Discipline : General Management
Case Length : 07 pages
Plagiarism : NO (100% Original work)
Description for case is given below :
Two recently graduated MBA students are tasked with developing an ad-serving learning algorithm for a mobile ad-serving company. The case illustrates the way in which hypotheses can be tested in an A/B format or “horse race” in order to establish customer preferences and superior profitability. The case was written for a course elective covering hypothesis testing.
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