The Case Against A/B Splits

As multivariate testing takes off, the dear old A/B split is losing favor with statisticians.

“Split testing is simply wasteful,” says Loyalty Builders' CEO Mark Klein. “It misses the interactions among variables, it takes too much time to read results, and most important, it doesn't give marketers the chance to try all the possible variables that might have been powerful and effective in their campaigns.” — RPS