Kolja Oswald’s Post

Had a great time yesterday at Kameleoons Experimentation Unite, discussing the importance of combining digital analytics and experimentation with Carmen Castellano and learning from several other keynotes. Our talk focused on the need to embrace data-driven as an interative and continuous approach, where the reward is incremental. When best-practice experimentation organizations only have an experiment win rate of 20%, it shows that there is no way to wisdom, wisdom is the way. The way to successfuly scale experimentation is therefore by ensuring high-quality hypotheses and increasing experimentation velocity. Hypotheses ought to be grounded in reason by way of research and a high-quality analytics tool like Quantum Metric that gives you a 360-degree understanding of your customer. Digital analytics will help you focus & prioritize on the digital touch points most worth optimizing. It will also accelerate your time to key insights. Key learnings from the other sessions last night: 1. André Morys presented his thoughts on organizations adopting fixed vs. growth mindsets. I've personally only considered Carol Dweck's theory on a personal level, but his example and the discussion around organizational hierarchies influenced by digital maturity was extremely thought-provoking. 2. Simon Kinzel discussed his approach of including social science theory at Tchibo, showcasing the importance of relying on theory over gut feeling. Particularly CTAs around loss aversion showed to be effective in their testing program, which leans on Daniel Kahnemann's Nobel Prize winning prospect theory. 3. Andrey Svoboda discussed the transformation of CH Medias A/B testing program and the importance of cross-functional alignment and ownership when it comes to successfully running and scaling an experimentation program in media. He also presented some example hypotheses, in which I repeatedly picked the losing variation to win 😁. A big thank you to Kameleoon for putting on a sensational event, and Quantum Metric for the opportunity to share the stage! #digitalproduct #datadriven #analytics #experimentation