To build and deliver products that customers love, development teams at leading companies like Uber, Netflix, Airbnb, Google, and Facebook focus on experimentation as a critical business process. Engineers and product managers are empowered to A/B test each new product feature in a controlled environment to determine impact to key metrics like engagement, product usage […]
Measuring success with experimentation isn’t just about increasing your conversion rate. Outside of the initial channel metrics such as increases or decreases in clickthroughs, content downloads or even associated leads generated, how do you assess the wider business impact of your testing practice? We take a look at some of the less obvious but […]
A ‘cord-cutter utopia’ is quickly becoming a reality, as over-the top viewing goes mainstream—as many as 24% of American adults don’t have ‘traditional’ cable or satellite subscriptions according to Pew Research, and 49 million households now have at least one connected TV device. What’s more, most consumers now access content on multiple devices, with different […]
Customers have come to expect consistent experiences and positive interactions with a brand’s content no matter where they access it. Nearly every consumer now owns a smartphone, and most start a task on one device and finish it on another. According to comScore, 77% of customers 18-34 are multi-channel users, accessing content and experiences across […]
