Experiments in Marketing Breakfast: Resources29th Sept 2017
Our latest marketers’ breakfast focussed on experimentation. As the discussion was packed with too many ideas to cover in one morning, we have collated some further resources here.
We recently published our own article on the econsultancy blog, criticising some common misconceptions about how to deal with data in marketing and when it can hold back experimentation.
Here are some other words of warning about data, specifically about the difficulty of conducting A/B testing properly in marketing: from the Co-founder of Convert.com and in a blog post that was so critical of Optimizely’s approach that they changed their entire model
If you want to dive further into the statistical underpinnings of A/B tests, here is a useful counterpoint to many of the case studies that advertise suspiciously large gains.
Your thinking on the topic may also benefit from this distinction between a full-scale marketing experiment and a short-term test.
For an academic perspective, Professor Byron Sharp’s Marketing Science Blog is a good place to start.
For a great podcast about innovative marketing, try creatorlab.fm, hosted by charity: water’s Head of Brand Partnerships, Bilal Zaidi. Furthermore, if you are specifically interested in charities, the DonorVoice blog is a valuable authority.
The Amigo blog also has useful content on these topics, including posts about why we choose to use Bayesian A/B testing and the only metric that matters in conversion rate optimization.
Finally, two books:
Everybody Lies: Big Data, New Data, and What the Internet Can Tell Us about Who We Really Are, by Seth Stephens-Davidowitz
Data Smart: Using Data Science to Transform Information into Insight, by John W. Foreman
Find out more about how Amigo enables marketers to experiment by overcoming the marketing execution gap.
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