{"templateId":"markdown","sharedDataIds":{"sidebar":"sidebar-sidebars.yaml"},"props":{"metadata":{"markdoc":{"tagList":[]},"redocly_category":"Products","product_name":"Journey Orchestration","type":"markdown"},"seo":{"title":"About A/B Testing","description":"Treasure Data Product Documentation · Collect and Unify · Segment and Activate · Experiment and Analyze · Decisioning Automate with AI Scale and Trust.","siteUrl":"https://docs.treasuredata.com","lang":"en-US","llmstxt":{"hide":false,"sections":[{"title":"Table of contents","includeFiles":["**/*"],"excludeFiles":[]}],"excludeFiles":[]}},"dynamicMarkdocComponents":[],"compilationErrors":[],"ast":{"$$mdtype":"Tag","name":"article","attributes":{},"children":[{"$$mdtype":"Tag","name":"Heading","attributes":{"level":1,"id":"about-ab-testing","__idx":0},"children":["About A/B Testing"]},{"$$mdtype":"Tag","name":"Heading","attributes":{"level":2,"id":"introduction-video","__idx":1},"children":["Introduction Video"]},{"$$mdtype":"Tag","name":"HtmlScript","attributes":{"src":"https://fast.wistia.com/player.js","async":""},"children":[]},{"$$mdtype":"Tag","name":"HtmlScript","attributes":{"src":"https://fast.wistia.com/embed/jjinz6381k.js","async":"","type":"module"},"children":[]},{"$$mdtype":"Tag","name":"style","attributes":{},"children":["\n  wistia-player[media-id='jjinz6381k']:not(:defined) {\n    background: center / contain no-repeat url('https://fast.wistia.com/embed/medias/jjinz6381k/swatch');\n    display: block;\n    filter: blur(5px);\n    padding-top:56.25%;\n  }\n"]},{"$$mdtype":"Tag","name":"p","attributes":{},"children":[{"$$mdtype":"Tag","name":"wistia-player","attributes":{"media-id":"jjinz6381k"},"children":[]}]},{"$$mdtype":"Tag","name":"Heading","attributes":{"level":2,"id":"overview","__idx":2},"children":["Overview"]},{"$$mdtype":"Tag","name":"p","attributes":{},"children":["A/B testing helps marketers test treatments (for example, different marketing ",{"$$mdtype":"Tag","name":"em","attributes":{},"children":["Calls to Action"]}," in an email) to determine which treatments perform better. With Treasure Data's A/B Testing, you can compare one to eight versions of something to determine which performs better."]},{"$$mdtype":"Tag","name":"p","attributes":{},"children":["To accomplish this test, at a minimum, you need one test case and a control group to validate the results. A control group is important because it provides a benchmark against which to measure performance. A control group highlights what works as much as what doesn't."]},{"$$mdtype":"Tag","name":"p","attributes":{},"children":[{"$$mdtype":"Tag","name":"img","attributes":{"src":"/assets/image2023-7-10_15-35-36.e56a5c68b738d78e1d2d445aaa08178f64b30e3b1d2fd78b03a57e2059167e9e.9e7171ae.png","alt":""},"children":[]}]},{"$$mdtype":"Tag","name":"p","attributes":{},"children":["Journey's support the following A/B test capabilities:"]},{"$$mdtype":"Tag","name":"ul","attributes":{},"children":[{"$$mdtype":"Tag","name":"li","attributes":{},"children":[{"$$mdtype":"Tag","name":"strong","attributes":{},"children":["Unlimited A/B tests"]}," : There is no maximum number of A/B tests that you can add to a journey stage."]},{"$$mdtype":"Tag","name":"li","attributes":{},"children":[{"$$mdtype":"Tag","name":"strong","attributes":{},"children":["A/B test nesting"]}," : You can add an A/B test to an A/B test. Journey Orchestration supports 4 layers of A/B test nesting."]},{"$$mdtype":"Tag","name":"li","attributes":{},"children":[{"$$mdtype":"Tag","name":"strong","attributes":{},"children":["A/B test variants"]}," : Each A/B test can have up to eight variants with a single control group."]},{"$$mdtype":"Tag","name":"li","attributes":{},"children":[{"$$mdtype":"Tag","name":"strong","attributes":{},"children":["Customizable variant percentages"]}," : By default, percentages are split equally among variants. However, you can add specific percentages for each variant."]},{"$$mdtype":"Tag","name":"li","attributes":{},"children":[{"$$mdtype":"Tag","name":"strong","attributes":{},"children":["Unique ID field for consistency"]}," : (Optional) Add a Unique ID field (attribute) to make A/B test assignment more consistent over time."]},{"$$mdtype":"Tag","name":"li","attributes":{},"children":[{"$$mdtype":"Tag","name":"strong","attributes":{},"children":["Test group members' activation"]}," : Select to send the A/B test and A/B test group names to an activation destination within an activation."]},{"$$mdtype":"Tag","name":"li","attributes":{},"children":[{"$$mdtype":"Tag","name":"strong","attributes":{},"children":["Variant membership assignment"]}," : After an A/B test is created and launched, Treasure Data saves the following information with the parent segment for individual profiles:",{"$$mdtype":"Tag","name":"ul","attributes":{},"children":[{"$$mdtype":"Tag","name":"li","attributes":{},"children":["Profile ID",{"$$mdtype":"Tag","name":"ul","attributes":{},"children":[{"$$mdtype":"Tag","name":"li","attributes":{},"children":["cdp_customer_id"]},{"$$mdtype":"Tag","name":"li","attributes":{},"children":["Stable ID (Unique ID in A/B testing)"]},{"$$mdtype":"Tag","name":"li","attributes":{},"children":["Journey"]},{"$$mdtype":"Tag","name":"li","attributes":{},"children":["Journey stage"]},{"$$mdtype":"Tag","name":"li","attributes":{},"children":["A/B test",{"$$mdtype":"Tag","name":"ul","attributes":{},"children":[{"$$mdtype":"Tag","name":"li","attributes":{},"children":["Unique ID"]},{"$$mdtype":"Tag","name":"li","attributes":{},"children":["Name"]}]}]},{"$$mdtype":"Tag","name":"li","attributes":{},"children":["A/B test variant",{"$$mdtype":"Tag","name":"ul","attributes":{},"children":[{"$$mdtype":"Tag","name":"li","attributes":{},"children":["Variant ID"]},{"$$mdtype":"Tag","name":"li","attributes":{},"children":["Name"]}]}]}]}]}]}]}]},{"$$mdtype":"Tag","name":"Heading","attributes":{"level":2,"id":"how-it-works","__idx":3},"children":["How it Works"]},{"$$mdtype":"Tag","name":"p","attributes":{},"children":["Let's assume you have created your A/B tests and launched them within a live Journey. When a parent segment refreshes and the profiles move in the journey flow, any profiles in an A/B test step that are not assigned to a variant are assigned a variant. Journey Orchestration keeps these variant assignments static after they are assigned unless a profile drops out of the stage based on the following criteria:"]},{"$$mdtype":"Tag","name":"ul","attributes":{},"children":[{"$$mdtype":"Tag","name":"li","attributes":{},"children":["If a profile drops out of a journey stage, the profile is removed from being a member of all the A/B tests within that journey stage. 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