How to Select the Right Statistical Tests for Different A/B Metrics

While the t-tests are powerful, they are not universally applicable in the data world that is populated by business metrics with various distributions significantly different from the nice uni-modal normal distribution. For instance, the number of gifts sent and share actions per user is usually highly skewed with serious outliers. This is because user behaviors are not as organized and objective as statistical rules, but rather emotional and are usually characterized by extreme actions. As data scientists, it is our duty, and also where our value lies, to delve deeper into the appropriate testing methods for different business indicators that make scientific sense from the perspective of statistics. We shall always remind ourselves to check the sampling distribution before proceeding with the t-tests. <a href="https://towardsdatascience.com/how-to-select-the-right-statistical-tests-for-different-a-b-metrics-c8a1865851e">Read More</a>