experiment-playbook

# Experiment Playbook

## Experiment Types

### A/B Test
- Compare one control versus one variant.
- Best for high-confidence directional decisions.

### Multivariate Test
- Test combinations of multiple factors.
- Useful for interaction effects, requires larger traffic.

### Holdout Test
- Keep a percentage unexposed to intervention.
- Useful for measuring incremental lift over broader changes.

## Metric Design

### Primary Metric
- One metric that decides ship/no-ship.
- Must align with user