Chief Growth Officer @ Speero | Growth Experimentation Systems & Engineering | Product & Digital Innovation Leader
2h
Add to that the heavy data skewing and pollution that everyone sweeps under the carpet and ignores. Cross-device visits; cookie consent gates; routine cookie deletion etc. Then also the impossibility of generalizing from a test period to the future; the conditions are nowhere near the same.
BUT the problem is treating it as perfect data. Thinking that it is an autonomous binary decision or categorical proof, also trying to forecast ROI, basically the whole of 'CRO'
Experimentation is simply a form of vaidation research and insight with limitations like any other research. It never tells you what to do, only gives you some information to consider amongst other information. As long as you understand that then there is no issue.
Jonny Longden • 1st
Chief Growth Officer @ Speero | Growth Experimentation Systems & Engineering | Product & Digital Innovation Leader
2h
Add to that the heavy data skewing and pollution that everyone sweeps under the carpet and ignores. Cross-device visits; cookie consent gates; routine cookie deletion etc. Then also the impossibility of generalizing from a test period to the future; the conditions are nowhere near the same.
BUT the problem is treating it as perfect data. Thinking that it is an autonomous binary decision or categorical proof, also trying to forecast ROI, basically the whole of 'CRO'
Experimentation is simply a form of vaidation research and insight with limitations like any other research. It never tells you what to do, only gives you some information to consider amongst other information. As long as you understand that then there is no issue.