DS Analytical ReasoningProduct Interpretation

If an A/B test shows conflicting directional results for core KPIs, how do you formulate a final ship or no-ship recommendation?

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Interview question asked to Data Scientists interviewing at Blizzard, Comcast, Verizon and other companies. Original question asked: If an A/B test shows conflicting directional results for core KPIs, how do you formulate a final ship or no-ship recommendation?.