A/B testing is the gold standard of experimentation. It is meant to help companies make faster, better, data-driven decisions. But too often, it does the opposite. The meeting starts with optimism: a ...

What’s often misunderstood about Google’s incrementality testing and how Bayesian models use probability to guide better ...

The goal of Google Ads is to create successful campaigns. To do that, you need to optimize your ads and find out which ones convert best. But how do you go about it? One of the most powerful tools is ...

Segment your audience to understand nuanced behaviors, and tailor A/B tests accordingly for more accurate insights. Ensure A/B tests run for a sufficient duration to capture meaningful data. Rushing ...

In today’s fast-paced digital landscape, where user expectations are constantly evolving and competition is only a click away, building successful products is no longer about guesswork or intuition—it ...