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is thoughtfully curated or crafted by a human, for a human. We spend hundreds of hours every month speaking to experts with decades of experience. Our blogs are more a journalistic report on the state of experimentation than a single perspective article. Enjoy!
The state of B2B personalization Personalization has been central to B2B marketing for over a decade, yet the stakes are higher today than ever. In 2025, the hyper-personalization market grew to $25.73 billion and is projected to reach $49.6 billion by 2029. This rapid growth is driven by rising...
Interview with Daniel Mullins There’s the experimentation everyone talks about. And then there’s how it actually happens. We’re hunting for signals in the noise to bring you conversations with people who live in the data. The ones who obsess over test design and know how to secure buy-in even...
Word’s been circulating for a while now that VWO (backed by Everstone Capital) was preparing to merge with its rival, AB Tasty. Today, it’s official. According to Mint, Everstone Capital is in the process of merging Wingify (VWO) with AB Tasty, after investing a significant chunk of capital to...
Interview with Bruno Borges There’s the experimentation everyone talks about. And then there’s how it actually happens. We’re hunting for signals in the noise to bring you conversations with people who live in the data. The ones who obsess over test design and know how to secure buy-in even...
If you thought the phrase “let’s test that” was loosely thrown around too much with website testing, you probably haven’t seen many paid advertising ‘experiment’ reports. Can you run statistically valid tests in paid advertising platforms? Yes. Should you even bother testing in paid advertising platforms? Yes. (And I’ll...
Last time, we created a research workflow. This workflow connected to a spreadsheet containing our user feedback, then randomly sampled it and extracted relevant themes. We used a small model, so the entire workflow was highly energy-efficient. Wouldn’t it be nice if we could quantify the themes by counting...
