Methodology

3 pieces tagged “methodology”.

2026-10-25 incrementality Part 2 · Experimentation at Scale writing

When You Cannot Easily Randomize People: Experimentation in Marketing

Ad experiments cost money, lack power and often cannot randomize people. The designs and standing programs that make marketing incrementality testing routine.

3,247 words 14 min measurement marketing
2026-10-11 AI writing

Synthetic Audience Testing: What the Evidence Supports, and How to Do It Well

LLM-simulated respondents get direction and ranking roughly right, and size, spread and subgroups wrong. What the validation studies show, and how to use them.

5,040 words 21 min measurement methodology
2026-09-28 measurement Part 1 · Experimentation at Scale writing

Faster Building Needs Faster Learning: How Amazon and Netflix Test at Scale

AI makes building faster, but most ideas still lose when tested. What Amazon and Netflix built so faster building turns into faster learning.

1,868 words 8 min methodology engineering culture