When you are running an AB test, one of the most important questions is how much data to collect. Collect too little, and you can end up drawing the wrong conclusion from your experiment. But in a world where experimenting is generally not free, and you want to move quickly once you know the answer, there is such a thing as collecting too much data. Statisticians have been solving this problem for decades, and their best practices are encompassed in the ideas of power, statistical significance, and especially how to generally think about hypothesis testing. This week, we’re going over these important concepts, so your next AB test is just as data-intensive as it needs to be.