Behavioral Insights: the right primary metric

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Behavioral Insights.

👋 Hi, in this week's Behavioral Insights newsletter the 10 best things I have read or watched (on the topic of experimentation). Enjoy your day.

1. Experiments and data for Post-COVID-19 work arrangements 😷
There is light at the end of the tunnel. But before we all run back to the office, we need to decide on what kind of work arrangements we want to make. Thomas Davenport says we should all be using experiments and data to make these decisions. Read the article

2. Same hypothesis and data, but different results 🤔
Another paper showing that different researchers testing the same hypothesis, using the same data come to different results. In this study 73 teams tightly documented their research steps and it led to very different outcomes. Read the paper

3. The right primary metric 🔢
Choosing the right primary metric for your experiments is important. But although it seems easy, it's often quite hard to do (right). Sadie Neve explains why. Read the article

4. Seven myths of business experimentation 
Disciplined, rigorous testing of ideas and strategies is fundamental to innovation. But businesses are often held back by misconceptions. Stefan Thomke, has written about the 7 common myths he often comes across. Read the article

5. Interference in experiments 💥
When people in an experiment interfere with the outcomes of people outside the experiments, we call this spillover effects. David Puelz explains how you can control for interference in randomized controlled trials. Read the article or watch his explanation (6 mins)

6. Experience with quasi experimentation methods? 💬
Chad Sanderson (product lead at Convoy) is looking for ways to extend their experimentation platform with other quasi experimentation methods. And he is looking for people with experience with this. Read his call for help

7. Lukas Vermeer is leaving Booking.com 🧳
In this blogpost he explains why. Read the article

8. Experimentation Culture Awards 🥇
Ton Wesseling will organize these awards for the second year in a row. Tune in on May 21st. Register and/or submit a case

9. Innovation always starts with failure ✨
My colleagues Ben van Stee wrote this article on the importance of embracing failure. Read the article

10. Kahneman & Harari 💬
Great conversation between Daniel Kahneman and Yuval Noah Harari on the topic of what global trends will be shaping as humans. Watch it here (1,5 hours!)

😀 Fun of the week 💧
Many CRO specialists often complain that too much budget is going to paid ads. Nicely visualized in this cartoon from CRO memes:

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Until next week, keep experimenting.
— Kevin