Experimental Mind #241

Your weekly overview of interesting reads, events and jobs for the experimental mind.

Oct 28, 2024

Hi folks!

Today in the newsletter: 6 articles, 5 jobs, 3 events and one thing that made me smile.

➡️ Marketing Incrementality 101
Finding trustworthy signal for marketing investments is harder than ever. Marketing incrementality measures the true business impact of marketing efforts by showing what outcomes would not have occurred without specific marketing activities.
Link to article from Eppo

Thanks to Convert, Sitespect, Zoho PageSense and Eppo for their support.

🔎 Interesting things you might have missed

The Business Value of A/B Testing
I’ve heard all reasons against A/B testing, but Georgi Georgiev makes a very strong case in favor of A/B testing, including some solid simulations. In summary: A/B testing serves as a protective mechanism by preventing harmful changes from affecting customers while simultaneously building a reliable knowledge base of proven effects that guides future decisions. This approach typically leads to significantly higher and smoother growth compared to implementing changes without testing, ultimately providing a positive return on investment. Link

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2024 Experimentation Thought Leadership Awards
Last week the winners of these awards were announced. Congratulations to Craig Sullivan (AI Influencing Experimentation), Els Aerts (UX & Behavioral Science), Georgi Georgiev (Data & Analytics), Sid Arora (Product & Feature Experimentation), Luiza de Lange (Optimization), Drake Som (Rising Influencer) and Erin Wiegerl (Experimentation Thought Leader of the Year)! Watch Award Ceremony

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A recap of the Experimentation Conference 2024 at Booking.com
A recap of this inhouse conference where 90 practitioners from 24 companies joined, and discussed common challenges, exchange learnings, and advance experimentation, on several topics. Great event. Link

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Experiment Nation Conference 2024
This virtual conference with speakers from over 1o countries starts today. Watch

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The pros and cons of using icons
Tom van den Berg lists some pros and cons of using icons on your designs. His advice: do not automatically assume that visitors understand icons and that text can sometimes be clearer. And do your own research. Link

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Last week’s most clicked item:

A guide to passing the A/B test interview question in tech companies
Product analytics and data scientist interviews at tech companies often include an A/B testing component. Someone wrote this framework on r/datascience on how to answer A/B testing interview questions. Looks solid. Link

🎧 Podcast of the week

Jeff Gothelf and Josh Seiden discuss their journey in scaling their training business, focusing on the assumptions, risks, and testing methods they are employing. Nice real life example of how to validate assumptions.