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Optimization in Marketing

The Flexibility of Business Experimentation

Duration: 40 minutes


Tim Mehta

Tim Mehta

Manager, Conversion Rate Optimization

Root Inc.

I leverage experimentation and research to inform feature development with the goal of gaining new learnings about users and improving business metrics.

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