Ashley Stirrup

Why would Principal Financial Group A/B test on customers who don't exist? The new edition of The Experimentation Edge newsletter rounds up my conversations with Erika Dunn, Assistant Director of Data Science at Principal Financial Group, and Arie Polycarpou, who runs Test and Learn at The Aspen Group. Two risk-averse giants, one operating principle: keep the statistical rigor in the back end, keep the communication simple, and stay conservative about what a win is worth. If you run experimentation inside a large, cautious company, this edition is for you.