Behavioral Insights: Multivariate Testing, Flywheel, Budgeting Apps , Startups, Advertising, Escape Lockdown...
Behavioral Insights.
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👋 Hi friends and welcome to another Behavioral Insights. I hope you are doing well and are able to tackle the challenges from being in lockdown mode, especially parents that have to do homeschooling.
In this week's newsletter articles on multivariate testing, the flywheel of A/B testing, budgeting apps and some inspiration to escape lockdown.
1. “You should be doing multivariate testing” 👉
Last week I read this advice in a report from one of the big strategic consultancy firms. I think that is wrong. Why? Read the article
2. Kickstarting and Keeping the A/B testing Momentum: it takes a Flywheel to Fly ✈️
Aleksander Fabijan et al is building upon his work on the Experimentation Evolution Model. "To experience the full benefit of A/B testing, organizations need to evolve both technically and culturally, and this needs to happen in an iterative way. One of the best ways to describe this iterative path to “Fly” stage is by using a Flywheel." Read the article
3. Is A/B Testing Effective? Evidence from 35,000 Startups 🕵️
"... we find that firms that adopt A/B testing both scale and fail faster. ... experimentation helps them move onto their next opportunity faster." Read the article
4. When budgeting apps encourage spending 🗨️
Research from Anastasiya Ghosh on the effect of budgeting apps on spending behavior. It's not what we all think and hope for. Watch her presentation
5. Does Advertising Actually Work? 🎧
In this great Freakonomics podcast episode it is being questioned if (digital) advertising actually works. Listen to it
6. The Evolution of Testing & Optimization 🎧
Ton Wesseling is looking back and forward on the Digital Analytics Power Hour podcast. Great listen. Find it here
7. A visual guide to why your company needs to be experimenting 🖼️
Nice visual story that explains the benefits of experimentation. Read/see the article
😉 Fun link of the week: African wildlife 🐘
Escape lockdown from the comfort of your home: all kinds of livecams of tropical places around the world. Have a look at some African wildlife, for example:
Until next week, keep experimenting.
— Kevin