A couple of months ago, I wrote a column on Search Engine Land titled Why Big Testing Will Be Bigger Than Big Data.
The message seemed to resonate, and the article was widely shared. However, my suggestion that the number of people empowered to run experiments should be significantly expanded in most organizations raised a number of questions in the comments. How do you build and scale a testing culture in a company?
The column and those questions caught the attention of Andy Pulkstenis, whom I would describe as a Jedi Knight of experimental design. He’s had years of experience running marketing-oriented controlled experiments at Capital One — one of the world’s pioneers in large-scale marketing experimentation programs — and now at State Farm...."