Cover page by Marc McNeill, Lindsay Ratcliffe

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Do the numbers add up?

There is a danger with using only analytics to shape your digital product and experience development. You could tweak everything based on every little whim, but it takes a good product visionary to really understand how and where to drive innovation. A/B testing is like the 1980s Coca-Cola versus Pepsi challenge all over again. At the outset of the blind taste test, the majority of participants said they preferred Pepsi over Coca-Cola. This campaign had seismic effects for Coca-Cola, yet through additional research Coca-Cola proved that the winning strategy is much more than the initial taste.

THE ANSWER TO THE GREAT QUESTION... OF LIFE, THE UNIVERSE AND EVERYTHING... IS... FORTY-TWO,’ SAID DEEP THOUGHT, WITH INFINITE MAJESTY ...

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