You need to run experiments. The one who runs the most experiments wins.
BUT – most marketing experiments are done wrong. What’s missing is hypothesis driven testing across all inter-business disciplines. Keep reading »
Artificial Intelligence is powerful and will open doors we don’t even know exist at the moment. But there are some steps you can take today to ensure that you are making the most of this new capability and are not left behind.
As this is such a nascent area, it serves to begin with a brief description of Artificial Intelligence and Machine Learning. My assumption is that you have read a dozen different definitions and should be curious about which applies to this particular essay.
Conversion optimization is hard; it’s constantly changing and you need to know a lot about a lot. Keeping up with the technology changes and managing business’ expectations can be tricky.
Here’s what some of the top experts in the field are saying about the top challenges in conversion optimization.
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Agile marketing may not be a phrase you hear often, but it’s becoming increasingly popular and important.
Traditionally associated with development and product management, agile is a lightweight and, well, agile framework for software development and bringing features and products to market.
It stands in opposition to “waterfall” production methods that treat analysis, design, coding, and testing as discrete phases – where in agile they are treated as continuous.
As marketing becomes more data-driven, quantitative, and iterative, we can use many of these same management practices to hone our marketing campaigns, mitigate risk, and ultimately ship more effective marketing campaigns.
“It’s tough to make predictions, especially about the future.” – Yogi Berra
Digital marketing moves at a fast pace. One year something works, and the next year it is obsolete.
Similarly, conversion optimization moves quickly. Sure, there are some core skills that seem foundational and everlasting, but year to year there are also some new skills that crop up.
What are the skills someone should invest in learning if they want to be a top 1% optimization expert in 5 years? What should they learn today?
What are the industry and technology trends that are fueling the need for these skills?
I have been part of some the best conversion optimization teams in the world, and they seem to have an intuitive sense on how to run the best experiments. People that are involved in these teams share a similar mindset.
I wanted to try to make this a process, one that could teach any organization how to run better experiments. I wanted to try to make this mindset more explicit in a way that is fun to use.
There’s no rocket science that follows, but this framework may well help your team drive a more efficient optimization culture.
As a digital analyst or marketer, you know the importance of analytical decision making.
Go to any industry conference, blog, meet up, or even just read the popular press, and you will hear and see topics like machine learning, artificial intelligence, and predictive analytics everywhere.
Because many of us don’t come from a technical/statistical background, this can be both a little confusing and intimidating.
Keep reading »