Deciding Data

Mastering The Science of Marketing: Experimentation Processes

Diagram of three experimentation processes

Marketing teams have to make three particularly impactful decisions. Sure, these are difficult. But, what makes them devious, is that the best answers keep changing. To adapt, many teams succeed with experimentation processes (and AI tools) that allow them to continuously check what works best.

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The Problem of Cumulative Advantage

March 9th, 2023
Cumulative advantage can increase the randomnes in ad performance. We have some ways to see through it, and use it.
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An abstract representation of growth