The A/B Test Where We Were Wrong, and What It Changed
I was hired to improve conversion optimization and testing at an enterprise life sciences platform. The most useful thing the work did was not raise a number. It ended arguments.
Analytics
The Traffic-to-Revenue Question Every Executive Asks, and How I Built the Model to Answer It
Leadership asks marketing three questions that sound simple and are not: how many visitors do we need, how much will it cost, and how long before it shows up as revenue. Most teams cannot answer any of them.