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Learn from a world-leading expert how to design and analyze trustworthy A/B tests to evaluate ideas, integrate AI/ML, and grow your business

Author of best-selling A/B testing book

Microsoft

Airbnb

Amazon

Dr. Ronny Kohavi

Technical fellow and VP at Microsoft & Airbnb, co-author of A/B testing book

9 March 2026

1 June 2026

Through multiple real examples of well-run experiments and stories from Microsoft, Amazon, and Airbnb, you will see the humbling reality that we are terrible at assessing the value of ideas.Trivial changes can be surprisingly useful, whereas large efforts often fail. Accelerate innovation by building Minimum Viable Products (MVPs) and features, and make the organization more evidence-based and humble as it adopts and learns to use evidence from the gold standard in science—the controlled experiment.You will understand the challenges in designing and running trustworthy randomized controlled experiments (A/B tests), including the importance of the Overall Evaluation Criterion (OEC), scaling, common pitfalls, and Twyman's Law. We cover cultural challenges, institutional memory, maturity model, observational causal studies, offline evaluation, AI/Machine learning and triggering, build-vs-buy trade-offs, challenges, and requested topics. The Advanced Topics course is designed as a technical follow-on: <a target="_blank" rel="noopener noreferrer nofollow" href="https://bit.ly/AdvancedABFS">https://bit.ly/AdvancedABFS</a>

Empower your organization to be data-driven and innovative

Internalize the humbling reality: we are poor at assessing the value of ideas

Understand the key advantages and limitations of A/B testing

Learn how to design metrics and the Overall Evaluation Criterion

Learn how to design trustworthy A/B tests

Learn about the cultural challenges

Learn about the relationship to AI and Machine Learning Modeling

Data science managers and scientists will be able to design and interpret the experimental results in a trustworthy manner

Program managers focused on growth, revenue, conversions, and prioritization will understand how to provide the org with robust clear metric

Engineering leaders will be able to make organizations more data-driven and efficient with fewer severe incidents through A/B tests

Transform from consumer of analytics to independent operator - asking sharp questions, validating answers, shipping decisions.

Principal Data Scientist @ Ontra 

Stripe

Nextdoor

PwC India

Ontra

AppFolio

Shane Butler

Principal Data Scientist @ Ontra | Ex-Stripe, Nextdoor, PwC, Appfolio

Data Science Leader |Ex-Microsoft

eBay

Grammarly

Superhuman

Sravya Madipalli

Data Science Leader@Superhuman (Prev. Grammarly)| Ex-Microsoft, eBay, Nextdoor

Head of Data @ Ontra AI | Ex-LinkedIn

LinkedIn

Pinterest

Hai Guan

Head of Data @ Ontra | Ex-Nextdoor, LinkedIn, Pinterest, Meta

Cohort 1

The future belongs to full-stack builders, not narrow specialists. As AI reduces the value of deep domain silos, the people who thrive will be the ones who can work across disciplines and ship.You can already prototype designs, write code, and generate content with AI. But analytical independence - the ability to validate your own ideas and make data-informed decisions - remains the missing skill in most builders' toolkits.AI can conduct the analysis, but it can't tell you what to ask or whether the answer makes sense. That requires analytical judgment.This course teaches you to think like a senior Product Data Scientist. You'll learn the frameworks used at FAANG companies to frame problems, choose the right metrics, diagnose root causes, execute the analysis, and turn insights into decisions.-&gt; <a target="_blank" rel="noopener noreferrer nofollow" href="https://join.slack.com/t/dataneighbor/shared_invite/zt-3ox4drc3r-3g0ptSthytkgv0sD6ovvqg">Join AI Builders Slack Community!!</a> &lt;-What makes this different: No SQL. No stats lectures. Five weeks of hands-on real scenarios. You'll build a complete analytical case study - metric specs, deep dives, experiment plans, stakeholder readouts.The result: You become analytically self-sufficient. The last dependency removed from your toolkit. Make data-informed decisions in hours, not weeks.

Ask Better Questions, Make Faster Decisions - with AI as Your Analyst

Frame Problems Like a Senior Data Scientist

Design Metrics That Actually Drive Decisions

Diagnose Root Causes Without Guessing

Design Experiments That Ship

Turn Analysis Into Action With AI as Your Copilot

Synthesize Insights and Prioritize for Impact

Product Managers, engineers, and operators who need analytical independence and frameworks to measure success and drive decisions.

Designers and researchers stepping into strategy roles who need to quantify impact, run experiments, and influence with data-driven insights

Data professionals who want to frame better questions, delegate technical execution to AI, and drive impact with agentic analytics tools.

Learn advanced A/B-testing topics from a world-leading expert. Ten topics in three days of 2 hours each.

⚠️ Warning: Advanced course 

23 March 2026

15 June 2026 - Advanced

We cover advanced topics not typically addressed in courses and books and leave significant time for interactions and Q&amp;A.Classes are small: typically ~15 live attendees. The course assumes you already took <a target="_blank" rel="noopener noreferrer nofollow" href="https://bit.ly/ABCourseRonKohavi">https://bit.ly/ABCourseRonKohavi</a> or have equivalent knowledge.

Improve your A/B testing capabilities and build trust

Improve your A/B Testing capabilities and trust

Discuss your own questions

Designed as a follow-on to the flagship course: https://maven.com/kohavi/abtesting. 

Take that course first, or have equivalent knowledge

Follow-on to flagship course

Good understanding of p-value misconceptions, statistical power, OEC.

Statistics of A/B Testing

Data science managers and scientists who understand the basics of A/B testing and want to better understand advanced topics

Product and program managers who want to advance their understanding of A/B testing

Master the 15 behavioral strategies and join the 1st global movement of Behavior-Centered Learning designers

Creator of the Make it Toolkit

Massimo Ingegno

Lead teacher

Jai Bishop

Education specialist

Pavan Kumar

PhD Gamification

Zac Fitz-Walter

By the end of this program, you won’t just understand behavioral science—you’ll design with it. You’ll be able to spot barriers to learning, apply the 15 behavioral strategies, and redesign lessons, modules, or school rituals that are clearer, more engaging, and more effective. You’ll leave with a certification in Behavior-Centered Learning Design, a practical toolkit you can use immediately, and the confidence to join a global movement of educators and instructional designers. Graduates also qualify as Behavior-Centered School Champions—the first step for schools pursuing the Behavior-centred School (BCS) accreditation.

Describe the transformation students will have in your course

 Identify and remove behavioral barriers

Redesign learning experiences 

The masterclass covers Level 1 (foundations) and Level 2 (learning design). Level 1 graduates get 40% off. Level 2 graduates, 50% off.

No prerequisites.

Instructional Designers who want to make learning experiences more effective and engaging.

Educators (K–12/Higher Ed): Apply behavioral science to lessons, classrooms, and culture; qualify as BCS Champion.

Corporate Trainers and L&amp;D professionals seeking to delivering training and driving organizational learning &amp; performance

Experimentation

Cohort-based courses

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