Ashley Stirrup

How does Fanatics generate hundreds of millions in growth from experimentation every year? Medha U., VP of Growth and Experimentation at Fanatics, shared the playbook on The Experimentation Edge. Over 10 years they went from 10 experiments a month to nearly 100. Experimentation now delivers 8% of total annual growth, consistently, across a multi-billion dollar business. It started with the CEO. He reviews experiment results personally, questions everything, and is openly willing to be proven wrong by data. That humility at the top shifted the entire culture from "why should we test?" to "how do we test this?" #experimentation #abtesting #growth