The Fundamentals of Website Personalization Strategy [Part 4 of 6]

Welcome to our six-part series on building a successful website personalization strategy. We will publish a new post each week. Sign up for our newsletter to get updates! In the last post, we highlighted how to develop web personalization plays to solve key business problems. Next, we’ll evaluate targeting options to make personalization perform. How will you target […]

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“Oh BEhave!” Ethical Experimentation: Using Behavioral Economics for Good

The ethical debate begins, and it has two elements. Is it right to experiment on your users? And second, what is a company’s intent for any new feature, product, marketing campaign? Let’s discuss the first: experimentation. A company’s mental model sometimes goes something like: “It is not our role to make decisions for the user. […]

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5 Must-Read Optimization Posts for the Week of June 6

Solving for customer intent produces stronger business results. That’s what Acronym Media, a search agency that specializes in “intent-based internet marketing,” has found. In a recent interview with Think with Google, Acronym CMO Mike Grehan explains that connecting with users during their I-want-to-know moments—rather than just during the I-want-to-buy moments—helps build brand affinity and influence […]

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Careers in Optimization and Testing: May 9, 2016

Click on a link below to learn more about a position: Analyst – Digital Marketing & International Analytics American Eagle Pittsburgh, PA Data Analyst – Web Analytics American Eagle Pittsburgh, PA Sr. Analyst, Digital Marketing Hearst Greater New York City area Optimization & Tagging Analyst Express Columbus, OH area Senior Marketing Analyst Nordstrom Seattle, Washington Senior […]

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5 Must-Read Optimization Posts for the Week of April 11

If you want to optimize for conversions on your website, mobile app, or other digital properties, it’s a given that you need to be testing. But it’s easy to forget that not everyone is equipped for experimentation. So what do you do if you don’t have enough traffic to run valid tests? Or if you can’t […]

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March Madness: Why an Algorithm Probably Won’t Give You a Winning Bracket

Although I have a master’s degree in advanced analytics, I filled out my NCAA March Madness bracket in 5 minutes, just seconds before the tip-off of the first game. Maybe you’ve heard of the model I used: it’s called “advanced gut instinct.” Clearly, an algorithm could do better than human instinct, right? Maybe, but maybe not. Here’s […]

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How Can You Avoid the Most Common Testing Pitfalls? Brooks Bell Experts Share Their Insights

For a few companies, data is part of their DNA and experimentation is a way of life. For most others, testing is an ongoing process of encouraging buy-in, generating fresh test ideas, learning from losses, and troubleshooting technical problems. Our experts have identified key hurdles that companies face when trying to ramp up their testing programs, and […]

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Personalization: What You Need to Know Right Now (Part 2)

When it comes to personalization, how important is data collection? What’s the best advice for companies that want to step up their game? And how might personalization technology be improved in the future? In this two-part series (read part one), we ask a senior member of our data science team to explore the trends, challenges, and possibilities […]

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Dealing with Outliers (Part 2): Avoid These Common Mistakes

Part two of a two-part series. In the first post of this series, I discussed the different types of outliers and why they’re important. If you haven’t already, take a couple of minutes to read it now. In this post, I’ll cover: Outlier treatment techniques Current techniques used by testing tools Additional techniques to employ […]

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Dealing with Outliers (Part 1): Ignore Them at Your Peril

Note: This is part one of a two-part series. One of the foundations of testing is repeatability. If you can’t repeat a test and get similar results, you can’t trust the data. And one of the main reasons for unrepeatable results? Outliers. Even with proper test setup and statistical rigor behind confidence calculations, outliers can […]

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