experimentation

Test a New Channel Before You Commit Budget

Designs a genuine test of an unproven channel — with enough budget to be a fair trial, a defined learning goal, and a decision rule set in advance....

Build a Creative Testing System

Sets up a repeatable process for producing, testing, and retiring ad creative — with clear rules on what counts as a winner and when fatigue means ...

A/B Test Your Emails Properly

Designs an email test with one variable, enough volume to resolve, and a decision rule set in advance — and tells you when your list is too small f...