A B Split, A-B Split

The video tutorial explains the importance of assessing marketing effectiveness through AB split testing. It describes how to compare sales between a control group and a treatment group to determine the impact of an advertisement or offer. The process involves randomly assigning customers to either group to ensure unbiased results, helping marketers understand the true effectiveness of their ads.

What can be concluded if the purchasing behavior of both groups is similar?

Why is it important to randomly assign customers to control and treatment groups in an AB split?