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Should you duplicate lots of code or introduce lots of branching? What does statistical relevance even mean? In this talk, I’ll dig into the realities of A/B testing. I’ll discuss how to deal with A/B testing in practice, how to continuously split test an application with a non-trivial number of variants and not go mad, and how to keep your quality standards high. Come find out how to optimally learn from your users. 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This talk will walk you through how the development process at Uber looks like but more importantly, it will try to give you the right tool to pick your own. 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