Social Media Jan 15, 2026 1 min read
TikTok Ads A/B Tests for B2B SaaS Startups
If your TikTok spend is getting views but not demos, it's usually not a TikTok problem.
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Social Media
Articles exploring Social Media through the lens of behavioral science and experimentation. Practical frameworks for growth leaders who measure in revenue, not vanity metrics.
11 articles
Social Media Jan 8, 2026 1 min read
YouTube Shorts Ad Experiments for B2B SaaS
Most B2B SaaS teams treat YouTube Shorts ads like a smaller version of YouTube video ads.
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Privacy Policy Jan 7, 2026 1 min read
Facebook Ads Experiments for B2B SaaS
Most B2B SaaS teams don't have a lead problem, they have a booking quality problem.
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Social Media Jan 6, 2026 1 min read
Twitter Ads Experiments for B2B SaaS
If your X (Twitter) ads are getting clicks but your sales calendar is still empty.
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Social Media Dec 27, 2025 7 min read
LinkedIn Ads experiments for seed-stage B2B SaaS, how to test targeting, offers, and creative without blowing your budget
LinkedIn can feel like the most expensive place to learn. One week in, your budget's gone, you've got a few clicks, and you still don't know what to change. The fix isn't more spend, it's LinkedIn ads testing that's set up like a real experiment. One variable at a time, tight time boxes, and trackin
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Photo Sep 5, 2023 1 min read
The Hidden Cost of Certainty: Why We Overpay for Predictability
As delicious as it is to have a long, languorous lunch, it isn't always possible to have two bottles and let the hours slip away.
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Photo Aug 17, 2023 1 min read
The Illusion of Statistical Significance: When Winning Tests Lose in the Real World
Be aware from the proliferation of headlines that end in the internet is constantly very upset about various things.
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Photo Jul 26, 2023 1 min read
Signaling vs. Substance: What Really Gets You Hired in Data-Driven Roles
Delicious as it is to have a long, languorous lunch, it isn't always possible to have two bottles and let the hours slip away.
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Photo May 23, 2023 1 min read
The Psychology of Free: How Zero Changes Everything
Delicious as it is to have a long, languorous lunch, it isn't always possible to have two bottles and let the hours slip away.
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Photo May 12, 2023 1 min read
Thinking in Portfolios, Not Jobs: How to Experiment With Your Career
Sometimes we need something snappy. The problem is, a whole set of denigrating values comes with the notion of fast food. Words commonly linked to the term include insipid, low quality, mass produced and so on. It is enough to have you reaching for a bottle at 1.00pm. This snootiness is simply not a
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Photo Jan 19, 2023 1 min read
Beyond Conversion: Measuring Behavior Change, Not Just Clicks
Maybe aware from the proliferation of headlines that end in “…and the internet is very upset about it!” the Internet is constantly very upset about various things. Some of those things provoke quite understandable if not righteous upper. Other times though, the internet just seems bored and looking
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