A/B Test Research on the Selection of Push Scheme in Network Precision Marketing

Abstract:
In the information age, network precision marketing is the major concern of Internet operators. As one of the most successful statistical applications, the A/B test has been widely used in the field of making business decisions and has become a powerful tool for solving many online businesses. In this paper, we focus on the issue of the selection of online push strategies under two schemes from both the perspective of Bayesian and likelihood methods. We then further illustrate the effectiveness and applicability of our approach via a real example from "Cookie Cats" dataset, a mobile puzzle game developed by Tactile Entertainment.