[개인] Retail Rocket ABtest 대시보드 - 가설검정

1. 가설검정 실시

• 귀무가설 (H₀): A와 B 사이의 <지표>에는 유의미한 차이가 없다.

= 대립가설 (H₁): A와 B 사이의 <지표>에는 유의미한 차이가 있다.

N일 이내의 구매전환율 (CTV)

- 주지표에 해당함

📅 1일 Group Conversions Non-Conversions CVR A 6,568 797,980 0.0082 B 7,613 801,504 0.0094 Result: B > A (p=0.0000)	📅 7일 Group Conversions Non-Conversions CVR A 6,927 797,621 0.0086 B 7,965 801,152 0.0098 Result: B > A (p=0.0000)
📅 14일 Group Conversions Non-Conversions CVR A 7,027 797,521 0.0087 B 8,092 801,025 0.0100 Result: B > A (p=0.0000)	📅 30일 Group Conversions Non-Conversions CVR A 7,096 797,452 0.0088 B 8,183 800,934 0.0101 Result: B > A (p=0.0000)

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Funnel 분석 — View → Cart

- 보조지표에 해당됨

📅 1일 Group View→Cart No Cart Rate A 18,027 786,521 0.0224 B 19,363 789,754 0.0239 Result: B > A (p=0.0000)	📅 7일 Group View→Cart No Cart Rate A 19,000 785,548 0.0236 B 20,380 788,737 0.0252 Result: B > A (p=0.0000)
📅 14일 Group View→Cart No Cart Rate A 19,189 785,359 0.0239 B 20,563 788,554 0.0254 Result: B > A (p=0.0000)	📅 30일 Group View→Cart No Cart Rate A 19,306 785,242 0.0240 B 20,715 788,402 0.0256 Result: B > A (p=0.0000)

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Funnel 분석 — Cart → Purchase

📅 1일 Group Purchase No Purchase Rate A 5,558 12,469 0.3083 B 6,545 12,818 0.3380 Result: B > A (p=0.0000)	📅 7일 Group Purchase No Purchase Rate A 6,250 12,750 0.3289 B 7,250 13,130 0.3557 Result: B > A (p=0.0000)
📅 14일 Group Purchase No Purchase Rate A 6,357 12,832 0.3313 B 7,382 13,181 0.3590 Result: B > A (p=0.0000)	📅 30일 Group Purchase No Purchase Rate A 6,429 12,877 0.3330 B 7,472 13,243 0.3607 Result: B > A (p=0.0000)

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Path 분석 — View → Purchase (Direct)

📅 1일 Group Direct Purchase No Direct Rate A 597 5,558 0.0970 B 616 6,545 0.0860 Result: A > B (p=0.0282)	📅 7일 Group Direct Purchase No Direct Rate A 645 6,282 0.0935 B 681 7,254 0.0858 Result: A > B (p=0.1030, not significant)
📅 14일 Group Direct Purchase No Direct Rate A 654 6,363 0.0932 B 698 7,388 0.0863 Result: A > B (p=0.1396, not significant)	📅 30일 Group Direct Purchase No Direct Rate A 660 6,435 0.0930 B 703 7,479 0.0859 Result: A > B (p=0.1245, not significant)

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Path 분석 — View → Cart → Purchase (Via cart)

📅 1일 Group Cart Path Non-Cart Path Rate A 5,558 597 0.9030 B 6,545 616 0.9140 Result: B > A (p=0.0282)	📅 7일 Group Cart Path Non-Cart Path Rate A 6,255 645 0.9065 B 7,254 681 0.9142 Result: B > A (p=0.1030, not significant)
📅 14일 Group Cart Path Non-Cart Path Rate A 6,363 654 0.9068 B 7,388 698 0.9137 Result: B > A (p=0.1396, not significant)	📅 30일 Group Cart Path Non-Cart Path Rate A 6,435 660 0.9070 B 7,479 703 0.9141 Result: B > A (p=0.1245, not significant)

2. 데이터 생성

• 해당 결과를 통합한 시각화용 데이터를 생성

기간	검정이름	P-VALUE	Z통계량	신뢰구간_min	신뢰구간_max	효과크기
1	CVR	0	8.4755	0.000957	0.001533	0.001245
1	Cart→Purchase	8.61E-10	6.1333	0.020209	0.039192	0.029700
1	Cart경로	0.0282	2.1940	0.001170	0.020775	0.010973
1	Direct경로	0.0282	-2.1940	-0.020775	-0.001170	-0.010973
1	View→Cart	1.22E-10	6.4367	0.001060	0.001989	0.001525
7	CVR	2.22E-16	8.1983	0.000939	0.001529	0.001234
7	Cart→Purchase	2.17E-08	5.5976	0.017412	0.036175	0.026794
7	Cart경로	0.1030	1.6303	-0.001548	0.016860	0.007656
7	Direct경로	0.1030	-1.6303	-0.016860	0.001548	-0.007656
7	View→Cart	9.69E-11	6.4717	0.001096	0.002048	0.001572
14	CVR	0	8.3525	0.000970	0.001564	0.001267
14	Cart→Purchase	6.43E-09	5.8053	0.018355	0.037067	0.027711
14	Cart경로	0.1396	1.4771	-0.002249	0.016009	0.006880
14	Direct경로	0.1396	-1.4771	-0.016009	0.002249	-0.006880
14	View→Cart	1.49E-10	6.4063	0.001085	0.002042	0.001563
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