#016 | Experimentation and the ROI myth

In this episode of Making Sense of Martech, I'm joined by two guests, both in their own right leaders in experimentation. First, we have David Mannheim. He's the Global VP of Conversion Rate Optimisation with Brainlabs UK, and the former founder of a leading optimization firm, User Conversion. Second, we have Oliver Palmer, he's a senior optimisation consultant and prolific author who's worked on a number of high-profile brands in the APAC region. Across the digital experimentation industry, the past year has seen a major shift in how people think about the place of optimization in their businesses, questioning the validity of associating testing with revenue outcomes, and the scientific promise of experimentation. Several articles featured in TMW have been authored by our guests discussing and exploring this topic. From David, a series of articles exploring the connection between experimentation and financial gain and from Oliver, tracing the crisis of optimization and its detachment from its scientific methodologies. In our conversation, we talk about the changing perspectives on the purpose and practice of optimisation. Listen on Apple, Spotify, Google, and everywhere else. You can find Oliver Palmer on LinkedIn and Twitter and you can read his articles here. You can find David Mannheim on LinkedIn and Twitter --- Subscribe to The Martech Weekly newsletter here: www.themartechweekly.com Go here for show notes, links, and resources. Follow Juan on LinkedIn and Twitter.