In today's dynamic business landscape, the potential to unlock new avenues for customer engagement and revenue generation lies in the art of effective marketing and advertising. This belief has led a challenging journey, transitioning from a long-standing practice of relying on Public Service Announcements (PSAs) to a new approach of aggressively promoting their latest line of sneakers through advertisements on the company's community platforms.

This shift represents more than just a change in strategy; it embodies the pursuit of untapped potential and the quest for growth. At this pivotal juncture, The company stands at the crossroads of uncertainty and opportunity. They are faced with a critical question:

A compelling approach that enables us to provide a precise response to the aforementioned query is to conduct an A/B test. A/B test also known as split test, where is a method used in statistics and marketing to assess and compare the performance of two variations of a product or item, typically labeled as "A" and "B" and they are grouped into a test and control group.

The objective of A/B test is to determine which variation is more effective in achieving a specific goal, such as increasing conversions or revenue. A/B test is a powerful tool to detect if a strategy works or not because it allows you to make data-driven decisions. By comparing two variations under controlled conditions, changes can be objectively assessed to determine whether they lead to improvements or not." This approach minimizes guesswork and maximizes the likelihood of achieving the desired outcomes.