Using a second control can be a tempting method of validating experiment results. We explore the statistics underlying usage of a second control, and conclude that this approach is strictly inferior to using a single large control.

We describe our experimental visual analytics approach for funnel analysis, which helps us explore how users interact with the user interfaces and gain new insights for improving user engagement with Twitter.

Some simple techniques to detect potentially biased implementations of A/B tests.

A description of Twitter’s A/B experiment evaluation pipeline and metric computation.

New conversation analytics for brands to better understand customers and audiences.

One year into our partnership with IBM, we’re seeing businesses reinvent core processes based on insights from Twitter data.

We introduce the experimentation cycle, and discuss the role experimentation plays in decision-making and innovation.

We explore the growth of social analytics and how it’s impacting the way Mexican companies do business.

Learn about new features, your dashboards and how to uncover the insights waiting in your Twitter analytics.