What’s often misunderstood about Google’s incrementality testing and how Bayesian models use probability to guide better decisions.

A/B testing, once heralded as the gold standard for data-driven decision-making, often slows companies down due to an ...

Data-driven marketing in B2B has become more essential than ever in an industry that relies on measurements, personalization, and specific customer personas. So what is it exactly, and what are the ...

The approach toward software testing has drastically changed over the years. It has changed from manual testing to automation frameworks and now to AI-based testing. It isn’t just about increasing ...

Marketing used to rely a lot more on gut feeling. Creative directors would dream up campaigns over long lunches, and my team and I would blast messages to anyone who'd listen. We called it ...