Experiments in Marketing Breakfast: Resources

29th Sept 2017

Our latest marketers’ breakfast focussed on experimentation. As theĀ discussion was packed with too many ideas to cover in one morning, we have collated some further resources here.

We recently published ourĀ own article on the econsultancy blog, criticising some common misconceptions aboutĀ how to deal with data in marketing and when it can hold back experimentation.

Here are some otherĀ words of warning about data, specifically about the difficulty of conducting A/B testing properly in marketing:Ā fromĀ the Co-founder of Convert.comĀ and inĀ 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 isĀ a useful counterpoint to many of theĀ case studies that advertiseĀ suspiciously largeĀ gains.

Your thinking on the topic may also benefit fromĀ this distinction between a full-scale marketing experiment and a short-term test.

If your concern is more practical than theoretical, then try these beginner’s guides to applying an experimental method to your marketing, fromĀ Avinash KaushikĀ andĀ SnapApp.

For an academic perspective,Ā Professor Byron Sharpā€™s Marketing Science BlogĀ is a good place to start.

For a great podcast about innovative marketing, tryĀ creatorlab.fm, hosted by charity: water’s Head of Brand Partnerships, Bilal Zaidi. Furthermore, if you are specifically interested in charities,Ā the DonorVoice blogĀ is a valuable authority.

The Amigo blog also has useful content onĀ these topics, including posts aboutĀ why we choose to use Bayesian A/B testingĀ and theĀ 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

photos by Gyan Gurung

Find out more about how Amigo enables marketers to experiment by overcoming theĀ marketing execution gap.

Further reading

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