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High-impact testing that inspires action

Author

Listed:
  • Kroll, Valerie

    (Optimisation Director, Search Discovery, USA)

  • Hoyer, Julie Shallman

    (Senior Analytics Associate, Search Discovery)

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.

Suggested Citation

  • Kroll, Valerie & Hoyer, Julie Shallman, 2022. "High-impact testing that inspires action," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 7(3), pages 221-236, February.
    • Handle: RePEc:aza:ama000:y:2022:v:7:i:3:p:221-236
    as

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    More about this item

    Keywords

    A/B testing; analysis; experimentation; impact; data storytelling; digital marketing;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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