Brooks Bell Culture

“Oh, BEhave!” – Create a Powerhouse Methodology Using Quantitative and Qualitative Data Alongside Behavioral Economics

Over my past six years in optimization, I’ve seen a shift in the way experimentation strategies are created.  First, it was all gut and intuition.  Next, it was all about best practices. Today, it’s all about quantitative and qualitative data. But more advanced experimentation programs laying the foundation for tomorrow’s testing are integrating behavioral economics (BE) into their ideation process.  Wondering how this works?

Behavioral Economics Must-Reads

As online optimization programs mature and test ideation takes it up a notch, experts rely on behavioral economics – the science of studying the effects of psychological, social, cognitive, and emotional factors on the economic decisions of individuals and institutions; the consequences for market prices, returns, and resource allocation; and the impact of different kinds of behavior in different environments of varying experimental values – for data-driven inspiration.

How to Gain Testing and Optimization Traction Within Your Organization

Note: This post is relevant if you are building awareness about experimentation in your organization.

Testing and optimization are moving targets today. Digital marketing continues to evolve, communication channels mature, and technologies change. As the president of Brooks Bell, I work with world-class marketing teams and digital strategists, helping top brands increase the impact and efficiency of their testing programs. A common question I come across is: “How do I change our company culture so everyone embraces experimentation?”