DE
BR
Optimization in Marketing
The Flexibility of Business Experimentation
Duration: 40 minutes
About The Session
There are times when rules can be broken. The severity of breaking or bending these rules changes as your industry and risk change. This presentation is about the shortcuts that business experimentation programs can take that still lead to business value but bend the rules of the standard scientific method. There are certain liberties that business testing programs can take that lead to a similar/the same outcome.
Key Takeaways
- Should you implement the variation even if it failed the test?
- Gauging user intent even when the feature is not ready
- Balancing between optimizing vs. learning
