Experiment Nation: The Podcast S4E11 - The Challenges of Building a Culture of Experimentation: Insights from Industry Leader Nima Yassini
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May 3, 2024 Nima Yassini, Founder and former CEO of New Republic, shares his insights on cultivating a culture of experimentation in digital marketing. He discusses the integration of UX design and conversion rate optimization, emphasizing the value of data-driven decisions. Nima addresses the political and operational hurdles agencies face in embedding this culture and the need for strong leadership. He also highlights the challenges of multidisciplinary hiring and offers resources to support experimentation initiatives in both agency and in-house settings.
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From Creative Agency To Data-Driven UX
- Nima describes founding a UX-focused agency and merging UX with experimentation after client conflicts over subjective design choices.
- That shift changed their proposition, team structure, and landed major global clients.
CRO vs Experimentation Purpose
- Conversion Rate Optimization (CRO) directly moves revenue and measurable outcomes while experimentation primarily produces learnings.
- Measure CRO for revenue impact and experimentation for insights and operational efficiency.
Build Habits, Not Just Headcount
- Stop selling only people; design habit-based change programs to embed experimentation into clients' businesses.
- Focus on habit formation and rituals to build a genuine culture of experimentation.
