Experimentation at Scale – Lessons from Growth Engineering
Why Experimentation Matters
Marketing teams often make decisions based on assumptions. The only way to know for sure what’s working is to test it. Whether it’s trying out different ways to present gated content, adjusting how we personalize experiences, or fine-tuning conversion flows, structured experiments help us move beyond guesswork.
What I’ve Learned from Running Experiments
How you design an experiment matters – If a test isn’t set up correctly, the results won’t mean much. Clear hypotheses, control groups, and good segmentation are key.
Identity resolution is a big deal – In B2B, people switch devices and channels all the time. If we can’t tie those interactions together, we’re not getting the full picture.
It takes a team – Experimentation isn’t just a marketing thing. Web teams, data scientists, and even sales need to be involved to make sure we’re asking the right questions and acting on the results.
Small changes add up – Not every experiment will lead to a huge breakthrough, but small, steady improvements make a big impact over time.
At Cloudera, our experimentation program helps us make better decisions based on actual user behavior, which leads to better engagement, higher conversion rates, and fewer wasted efforts.
