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15min chapter
S3E12: 'How Intentional Experimentation in A/B Testing Supports Privacy' with Matt Gershoff (Conductrics)
The Shifting Privacy Left Podcast
From Resource Economics to Artificial Intelligence in Marketing: A Journey of Experimentation
The chapter follows the speaker's transition from resource economics to artificial intelligence in marketing, highlighting the role of experimentation in assessing campaign impacts and developing AI solutions. It touches on challenges in running experiments, the significance of intentional testing, and the value of a principled framework for organizations. The importance of A/B testing, randomization, statistical analysis, and the higher-level benefits of experimentation for companies are discussed, with a real-world example of a media company optimizing its search engine algorithms through experimentation.
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