Articles exploring segmentation through the lens of behavioral science and experimentation. Practical frameworks for growth leaders who measure in revenue, not vanity metrics.
4 articles
A practitioner-level guide to Optimizely audience conditions — AND/OR logic, cookie targeting, dynamic evaluation timing traps, and why your audience is always smaller than you think.
The top-line result is often a lie. This guide shows you how to segment Optimizely results correctly, which segments actually matter, and how to avoid the statistical traps that turn exploratory data into false conclusions.
Learn why aggregate A/B test results hide the truth. Master segmentation analysis, understand heterogeneous treatment effects, and avoid the segment fishing trap.
Learn how to properly analyze A/B test results beyond the dashboard green light. Master segmentation, effect size interpretation, and honest reporting that builds credibility.