Staging environment

The Deadly Sins of Experimentation

Hosted by Marketing analytics author & consultant

Share this lesson

Go deeper with a course

Agentic Marketing Science: MMM, Attribution and Experiments with Claude Code
Gui Diaz-Berrio
View syllabus

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

As a marketing analytics leader, I've built and scaled measurement frameworks that process millions of customer touchpoints for global organizations.


My experience includes implementing attribution systems, developing media mix models, and creating incrementality testing frameworks that prove true marketing ROI, from BMW Group to Kindred Group.


This practical experience shaped my book "Data Analytics for Marketing with Python" (Packt, 2024), where I share proven approaches to measurement that drive decisions.

I've faced the challenges you're dealing with – from messy data to skeptical stakeholders.


As co-founder at Pinemarsh Consulting, I help companies implement the same frameworks we'll cover in this course.

Previously at

Kindred
BMW Group
Just Eat Takeaway.com
@Packtpub
See all products from Gui

Watch this lesson for free

By continuing, you agree to Maven's Terms and Privacy Policy.