Back to the playbook

Acting on what you find

Testing the insights you have collected, working out whether your ad spend creates demand, and telling the story so somebody acts on it.

  1. 24How to run experiments at different stages?Most companies collect insights and never test them. You might not have the traffic for a textbook A/B test, and that is fine. Run a smaller version instead, such as a before-and-after comparison or a group of users held back, and keep running it.3 min read
  2. 25Incremental testing: are your ads creating demand?Incremental testing tells you whether your ad spend brings signups that would not have arrived anyway. You switch ads off in a holdout group of markets, leave them running in a matched group, and compare signups. The gap between the two groups is your incremental signups.4 min read
  3. 26Media mix modelling: measuring untrackable channelsMedia mix modelling measures the channels you cannot track with a link, such as influencers, offline campaigns and brand spend. You give it one row per week with spend per channel, total signups and what else was going on. It works backwards to split your signups into base and the part each channel caused.3 min read
  4. 27Data storytelling: building a dashboard people understandA dashboard people understand opens on a question, orders its reports so each one follows from the last, and lands on an answer.3 min read
  5. 28Analytics in the age of AI: making agents trustworthyAI can answer your analytics questions, but only with clean data, a written explanation of what it means, and the exact calculation for each core metric. Skip those and it still answers but a good chunk of the time the answer is wrong.5 min read