A/B testing is key to eliminating the guesswork out of website optimization. A/B Analysis on Streaming Data enables data-backed decision in real-time. MATCH_RECOGNIZE in SnowflakeDB can be used to perform A/B Analysis on Streaming web analytics data and optimize the Campaigns for higher conversion rates.

A/B Analysis using MATCH_RECOGNIZE

In the following example, we have defined the successful conversion PATTERN as

  1. Visitor visits the home page;
  2. Visitor is displayed either plant_a_tree_campaign_a or plant_a_tree_campaign_b
  3. Visitor makes a donation.

All three steps must be completed for a successful conversion.

Query

We will use the following MATCH_RECOGNIZE Query to get the conversion rate for CAMPAIGN_PAGE_A vs. CAMPAIGN_PAGE_B

select session_id, action
from scratch.saqib_ali.webstream
match_recognize(
    partition by session_id
    order by visit_timestamp
    measures
      classifier() as action
    all rows PER MATCH
    PATTERN (VISIT (CAMPAIGN_PAGE_A | CAMPAIGN_PAGE_B) DONATE)
    DEFINE
          VISIT as iff(URI='index.html',  TRUE,  FALSE),
          CAMPAIGN_PAGE_A as iff(URI='plant_a_tree_campaign_a.html',  TRUE,  FALSE),
          CAMPAIGN_PAGE_B as iff(URI='plant_a_tree_campaign_b.html',  TRUE,  FALSE),
          DONATE as iff(URI='donate.html',  TRUE,  FALSE)
);

Output resultset

ACTION CONVERSIONS
CAMPAIGN_PAGE_A 4
CAMPAIGN_PAGE_B 1

Input raw data

SESSION_ID URI VISIT_TIMESTAMP
022310c3-6f5a-4b65-8de2-df67ae3bcc9c index.html 19:12:33
022310c3-6f5a-4b65-8de2-df67ae3bcc9c plant_a_tree_campaign_a.html 19:12:48
2c587331-ab47-4bd6-b57f-05af3896fa56 index.html 19:12:46
2c587331-ab47-4bd6-b57f-05af3896fa56 plant_a_tree_campaign_b.html 19:12:58
3ce56b32-0a97-43a7-9227-e1c9bf4786ee index.html 19:12:48
3ce56b32-0a97-43a7-9227-e1c9bf4786ee plant_a_tree_campaign_a.html 19:12:55
3ce56b32-0a97-43a7-9227-e1c9bf4786ee donate.html 19:13:00
41f4d2ca-8d08-4c80-b407-9b97e6bd558e index.html 19:12:56
41f4d2ca-8d08-4c80-b407-9b97e6bd558e campaigns.html 19:13:05
41f4d2ca-8d08-4c80-b407-9b97e6bd558e plant_a_tree_campaign_b.html 19:13:15
41f4d2ca-8d08-4c80-b407-9b97e6bd558e campaigns.html 19:13:25
74abb734-d272-475a-873d-33caf655addc index.html 19:12:37
74abb734-d272-475a-873d-33caf655addc plant_a_tree_campaign_a.html 19:12:57
74abb734-d272-475a-873d-33caf655addc donate.html 19:13:09
9d1937da-92ee-462f-968e-2fc6d910e185 index.html 19:12:44
9d1937da-92ee-462f-968e-2fc6d910e185 plant_a_tree_campaign_a.html 19:12:54
9d1937da-92ee-462f-968e-2fc6d910e185 donate.html 19:13:06
b0e2ff35-7e55-4b7b-a246-8857fdf05c76 index.html 19:12:40
b0e2ff35-7e55-4b7b-a246-8857fdf05c76 plant_a_tree_campaign_a.html 19:12:49
b0e2ff35-7e55-4b7b-a246-8857fdf05c76 donate.html 19:12:58
c23d473c-99ef-4e28-a79c-c0a35e0a27cc index.html 19:12:42
c23d473c-99ef-4e28-a79c-c0a35e0a27cc plant_a_tree_campaign_b.html 19:12:58
c23d473c-99ef-4e28-a79c-c0a35e0a27cc donate.html 19:13:05
eae477e9-0dad-4450-a08f-5361603f46ec index.html 19:12:48
eae477e9-0dad-4450-a08f-5361603f46ec plant_a_tree_campaign_b.html 19:13:04
f597f443-4098-4ee4-9538-7076e114085c index.html 19:12:54
f597f443-4098-4ee4-9538-7076e114085c plant_a_tree_campaign_b.html 19:13:02
f597f443-4098-4ee4-9538-7076e114085c campaigns.html 19:13:19
f597f443-4098-4ee4-9538-7076e114085c plant_a_tree_campaign_b.html 19:13:31
f597f443-4098-4ee4-9538-7076e114085c donate.html 19:13:38

Screenshots

Screenshot 1

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Screenshot 2

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