Free Lesson
The Deadly Sins of Experimentation
45 min
Jan 14, 2026 7:00 AM
What you'll learn
How to plan a properly powered experiment
Learn to size and structure experiments with enough power to detect meaningful effects.
Avoid wasted money & missed opportunities
Avoid costly misreads by designing tests that prevent wasted spend and missed growth.
Ensure tests are statistically valid and actionable
Build experiments that deliver statistically sound insights you can confidently act on.
Why this topic matters
Testing drives big budget & product decisions. Wrong conclusions = wasted money & missed opportunities. You need tests that are statistically valid and actionable.
We use incrementality testing to answer expensive questions — should we spend more, cut a channel, or roll out a feature? A badly specified test can cost millions. So we want to make sure we get the science right.
You'll learn from
Marketing analytics author & consultant
Marketing Analytics Author & Leader, built measurement systems at global firms
Previously at
