One of the toughest parts of any data project is experimentation, not just because you need to choose the right testing method to confirm the project’s effectiveness, but because you also need to make sure you are testing the right hypothesis and measuring the right KPIs to ensure you receive accurate results.

One of the most effective methods for data experimentation is A/B testing, and Anjali Mehra, Senior Director of Product Analytics, Data Science, Experimentation, and Instrumentation at DocuSign, is no stranger to how A/B testing can impact multiple parts of any organization. Throughout her career, she has also worked in marketing analytics and customer analytics at companies like Shutterfly, Wayfair, and Constant Contact.

Throughout the episode, we discuss DocuSign’s analytics goals, how A/B testing works, how to gamify data experimentation, how A/B testing helps with new initiative validation, examples of A/B testing with data projects, how organizations can get started with data experimentation, and much more.