Advanced A/B Testing Strategies for Market Segmentation in Retail

Shashank Shekhar Katyayan

Eli Broad College of Business, Michigan State University

Bogue St, East Lansing

MI 48824, United States

shashank17@outlook.com

Pushpa Singh

Assistant Professor , IILM University

pushpa.singh@iilm.edu

Abstract – Market segmentation is pivotal in the retail sector for tailoring marketing strategies and optimizing customer experiences. Advanced A/B testing methodologies provide a robust framework for evaluating the effectiveness of targeted approaches across distinct customer segments. By integrating statistical rigor, machine learning algorithms, and real-time analytics, retailers can refine their understanding of consumer behaviors and preferences. This paper explores cutting-edge A/B testing strategies, emphasizing their application in dynamic segmentation, multi-variable testing, and adaptive experimentation. Key focus areas include leveraging data-driven insights to improve personalization, enhance conversion rates, and foster customer loyalty. The findings underscore the transformative potential of advanced A/B testing as a decision-making tool for data-centric retail operations, offering actionable guidelines for deploying these strategies effectively.

Keywords – Advanced A/B testing, market segmentation, retail analytics, consumer behavior, dynamic segmentation, personalized marketing, multi-variable testing, adaptive experimentation, data-driven decision-making, customer loyalty optimization.

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• Siddagoni, Mahaveer Bikshapathi, Sandhyarani Ganipaneni, Sivaprasad Nadukuru, Om Goel, Niharika Singh, Prof. (Dr.) Arpit Jain. 2023. Leveraging Agile and TDD Methodologies in Embedded Software Development. Iconic Research And Engineering Journals Volume 7, Issue 3, Pages 457-477. 
• Sayata, Shachi Ghanshyam, Ashish Kumar, Archit Joshi, Om Goel, Dr. Lalit Kumar, and Prof. Dr. Arpit Jain. 2024. Designing User Interfaces for Financial Risk Assessment and Analysis. International Journal of Progressive Research in Engineering Management and Science (IJPREMS) 4(4): 2163–2186. doi: https://doi.org/10.58257/IJPREMS33233. 
• Garudasu, S., Arulkumaran, R., Pagidi, R. K., Singh, D. S. P., Kumar, P. (Dr) S., & Jain, S. (2024). Integrating Power Apps and Azure SQL for Real-Time Data Management and Reporting. Journal of Quantum Science and Technology (JQST), 1(3), Aug(86–116). Retrieved from https://jqst.org/index.php/j/article/view/110. 
• Garudasu, Swathi, Ashish Kumar, Archit Joshi, Om Goel, Lalit Kumar, and Arpit Jain. 2024. Implementing Row-Level Security in Power BI: Techniques for Securing Data in Live Connection Reports. International Journal of Progressive Research in Engineering Management and Science (IJPREMS) 4(4): 2187-2204. doi:10.58257/IJPREMS33232. 
• Garudasu, Swathi, Ashwath Byri, Sivaprasad Nadukuru, Om Goel, Niharika Singh, and Prof. (Dr) Arpit Jain. 2024. Building Interactive Dashboards for Improved Decision-Making: A Guide to Power BI and DAX. International Journal of Worldwide Engineering Research 02(11): 188-209. 
• Dharmapuram, S., Ganipaneni, S., Kshirsagar, R. P., Goel, O., Jain, P. (Dr.) A., & Goel, P. (Dr.) P. (2024). Leveraging Generative AI in Search Infrastructure: Building Inference Pipelines for Enhanced Search Results. Journal of Quantum Science and Technology (JQST), 1(3), Aug(117–145). Retrieved from https://jqst.org/index.php/j/article/view/111. 
• Dharmapuram, Suraj, Rahul Arulkumaran, Ravi Kiran Pagidi, Dr. S. P. Singh, Prof. (Dr.) Sandeep Kumar, and Shalu Jain. 2024. Enhancing Data Reliability and Integrity in Distributed Systems Using Apache Kafka and Spark. International Journal of Worldwide Engineering Research 02(11): 210-232. 
• Mane, Hrishikesh Rajesh, Aravind Ayyagari, Rahul Arulkumaran, Om Goel, Dr. Lalit Kumar, and Prof. (Dr.) Arpit Jain. “OpenAI API Integration in Education: AI Coaches for Technical Interviews.” International Journal of Worldwide Engineering Research 02(11):341-358. doi: 5.212. e-ISSN: 2584-1645. 
• Mane, Hrishikesh Rajesh, Priyank Mohan, Phanindra Kumar, Niharika Singh, Punit Goel, and Om Goel. “Automating Career Site Monitoring with Custom Machine Learning Pipelines.” International Journal of Progressive Research in Engineering Management and Science (IJPREMS) 4(5):169–183. doi:10.58257/IJPREMS33977. 
• Bisetty, S. S. S. S., Chamarthy, S. S., Balasubramaniam, V. S., Prasad, P. (Dr) M., Kumar, P. (Dr) S., & Vashishtha, P. (Dr) S. “Analyzing Vendor Evaluation Techniques for On-Time Delivery Optimization.” Journal of Quantum Science and Technology (JQST) 1(4), Nov(58–87). Retrieved from https://jqst.org. 
• Satya Sukumar Bisetty, Sanyasi Sarat, Ashish Kumar, Murali Mohana Krishna Dandu, Punit Goel, Arpit Jain, and Aman Shrivastav. “Data Integration Strategies in Retail and Manufacturing ERP Implementations.” International Journal of Worldwide Engineering Research 2(11):121-138. doi: 2584-1645. 
• Bisetty, Sanyasi Sarat Satya Sukumar, Imran Khan, Satish Vadlamani, Lalit Kumar, Punit Goel, and S. P. Singh. “Implementing Disaster Recovery Plans for ERP Systems in Regulated Industries.” International Journal of Progressive Research in Engineering Management and Science (IJPREMS) 4(5):184–200. doi:10.58257/IJPREMS33976. 
• Kar, Arnab, Rahul Arulkumaran, Ravi Kiran Pagidi, S. P. Singh, Sandeep Kumar, and Shalu Jain. “Generative Adversarial Networks (GANs) in Robotics: Enhancing Simulation and Control.” International Journal of Progressive Research in Engineering Management and Science (IJPREMS) 4(5):201–217. doi:10.58257/IJPREMS33975. 
• Kar, Arnab, Ashvini Byri, Sivaprasad Nadukuru, Om Goel, Niharika Singh, and Arpit Jain. “Climate-Aware Investing: Integrating ML with Financial and Environmental Data.” International Journal of Research in Modern Engineering and Emerging Technology 12(5). Retrieved from ijrmeet.org. 
• Kar, A., Chamarthy, S. S., Tirupati, K. K., Kumar, P. (Dr) S., Prasad, P. (Dr) M., & Vashishtha, P. (Dr) S. “Social Media Misinformation Detection NLP Approaches for Risk.” Journal of Quantum Science and Technology (JQST) 1(4), Nov(88–124). Retrieved from https://jqst.org. 
• Abdul, Rafa, Aravind Ayyagari, Ravi Kiran Pagidi, S. P. Singh, Sandeep Kumar, and Shalu Jain. 2024. Optimizing Data Migration Techniques Using PLMXML Import/Export Strategies. International Journal of Progressive Research in Engineering Management and Science 4(6):2509-2627. https://www.doi.org/10.58257/IJPREMS35037.