The Science of Business with Jonny Longden

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CRO, experimentation, A/B testing, research, analytics: these things are all parts of a whole which never really gets discussed. What we’re doing is replicating the scientific method in a business context, and yet we can’t see the wood for the trees. Our industry is focused on the individual elements of what we do and how we do it, but not why we do it and the overall philosophy for it. This is part of the reason that businesses don’t give it the traction it deserves; senior business leaders are not interested in the execution, they’re interested in the overall benefit. Let’s take a step back and think about how to go beyond the detail and drive a more mature outlook on what we do!

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Rommil Santiago