Growth marketing experiments are the practice to test two or more variants of a web page, and ads to randomized samples to determine which variation performs better for achieving a given conversion goal by achieving statistical significance.
Business research argues that experimentation should be the organizing principle for entrepreneurial strategy. Indeed there is scientific evidence that experimentation leads to organizational learning, which drives improvements in firm performance (Koning, Hasan, & Chatterji, 2021). The reason why I decided to write this blog post is that A/B testing has become so popular in online…
read moreUncertainty is endemic to the entrepreneurial process. Global trends that emerged mainly during and after Covid-19 reshaped the advertising industry (McKinsey, 2021, October). In this unprecedented moment, where new customer behaviour has emerged, marketing leaders do not have all the answers to make rapid decisions. In addition, prior strategies based on third-party data must be…
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