Joint Research Conference
June 24-26, 2014
The last two decades witnessed an exponential growth in the volume of data from the activities performed on web sites or mobile devices. Companies are looking for the ways of utilizing this data for the purposes of enhancement of online user experience and increasing the return on investments (ROI). This trend has led to the development of systems that allow on-line brands to conduct automated testing of digital content. The results of the tests are then analyzed and conclusions are drawn about which content works best when presented to particular visitor segments. At the same time, the on-line testing presents its own challenges to statisticians. Among the challenges are the need for the fractional factorial designs for a wide range of factor-level combinations, robust analyses, and a method for estimating test duration. In this talk we present the results of the research done at Webtrends that led to the development of a state-of-the-art digital experience testing platform.