A/B testing is usually the first choice for people aiming to optimize an ad campaign setup. Instead of relying on guesswork, with A/B testing you can make choices based on more scientific data. 

While heatmaps are hardly a new concept in digital advertising, their advantages are often forgotten and they’re rarely used for in-app user acquisition. In this article, we survey some of the ways in which heatmaps can be beneficial to your performance strategy.

In order to ensure that the work of data scientists is well-managed and delivers impactful results, our approach focuses on defining a set of possible outcomes for each data science task.