Deciding Data

How Our Eyes Taught Me About Smarter Ad Tests

Spending distribution over time

I discovered that our eyes' saccadic movements - those rapid jumps between fixation points - offer a perfect model for more effective ad testing. By implementing strategic 'jumps' in our experimentation followed by focused analysis periods, we can gather more reliable insights faster while maximizing performance.

Continue reading...

Why You Want to Watch Out for Related Features

April 30th, 2025
Learn how related ad features can weaken your test results and discover strategies to isolate true drivers of performance.
Continue reading...
Diagram showing related ad features and their associations

Mastering The Science of Marketing: Experimentation Processes

April 4th, 2023
How to build experimentation processes to continuously update your most important decisions.
Continue reading...
Diagram of three experimentation processes

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.
Continue reading...
An abstract representation of growth

Continuous Focusing Instead of Significance

February 15th, 2023
We use a different type of statistics (Bayesian) that gives you the probability each option is the best, both during and after your tests.
Continue reading...

How our testing service works

September 25th 2024
How Deciding Data's A/B testing service works, providing deeper insights and clearer direction for your ad campaigns.
Continue reading...

How to Improve Your Site with Coordinated Tests

September 29th 2022
Experiments that focus on the ideas you are testing, rather than the platform, can help you learn even faster.
Continue reading...

Dynamic Creative vs Split Tests?

May 24th 2022
A quick overview of the differences between Split Testing and Dynamic Creative on Facebook. They have complimentary goals, so can accomplish great things together.
Continue reading...

How are the probabilities calculated?

April 28th 2022
We help you understand your experiments, by carefully designing their structure and using a type of machine learning that allows easier interpretation.
Continue reading...
A diagram of the deciding data experiment pipeline

How much should I spend testing new ads or audiences?

March 31th 2022
Happily, there is a technique that does a great job finding the best balance between testing new ads and using the best ones we've found.
Continue reading...
A person exploring the mountains

Why Run A/B Tests?

March 29th 2022
A/B ad tests are the easiest way to tell what part of your ad is lifting performance.
Continue reading...
Two beakers with green liquid