“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Christophe Collet, CEO at S4M. When was ...

Life is full of A/B tests. People perform A/B tests every single day, often without knowing. From parenting to gardening — and everything in between — we test options to see what works best: Does my ...

What’s often misunderstood about Google’s incrementality testing and how Bayesian models use probability to guide better ...

A/B testing (split testing) is the process of setting up two versions of one page, and testing which page outperforms the other. Here's how to do it right. Did you know that you can test certain ...

What makes a good headline? Over-the-top superlatives? Clever wordplay? Eye-popping numbers? Newsrooms grapple with this question on a daily basis. Headline writing is an art, a careful balance of ...