High-impact testing that inspires action

Valerie Kroll and Julie Shallman Hoyer
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Valerie Kroll: Optimisation Director, Search Discovery, USA
Julie Shallman Hoyer: Senior Analytics Associate, Search Discovery

Applied Marketing Analytics: The Peer-Reviewed Journal, 2022, vol. 7, issue 3, 221-236

Abstract: This paper outlines a simple framework for data storytelling that communicates experimentation programme test results focused on stakeholder actionability rather than test performance. This framework can be applied both as a narrative and a visualisation guide within a company’s existing analytics tool. Its benefits for a business mirror the true returns from investing in an experimentation programme — not the percentage lift of a single test treatment, but the application of test results to how the business might de-risk decision-making, optimise marketing efforts, or prioritise its product roadmap. This approach supports experimentation maturity by (1) giving stakeholders access to test learnings, (2) sharing how stakeholders can use learnings, (3) building institutional intuition of how to talk to different customer audiences or develop new products/features, (4) enabling insights to guide next right actions, and (5) helping others understand the potential application of experimentation and the benefits of testing.

Keywords: A/B testing; analysis; experimentation; impact; data storytelling; digital marketing (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2022:v:7:i:3:p:221-236

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