Experimentation
Why Your A/B Tests Aren’t Moving the Needle
Flat results at the aggregate level often hide significant wins at the segment level. Here’s how to find the signal your overall metrics are compressing.
Customer Intelligence
Why Your Best Customers Are Nothing Like Your Average Customer
Optimizing for the average customer is one of the most common and costly mistakes in consumer business. The gap between your average and best customer is wider than you think.
Acquisition
Your Top 30% of Customers Generate Most of Your Revenue. Do You Know Who They Are?
Revenue concentration is universal in consumer businesses. Knowing it exists isn’t enough — you need to know the demographic and behavioral profile behind it.