LIGHTROOM CONFERENCE
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This book features over 60 detailed examples of A/B tests run by 20 companies, including: Adobe, American Express, Comcast, Electronic Arts, Facebook, Foursquare, Google, IBM, LinkedIn, Marriott, Obama for America, Saks Fifth Avenue, T-Mobile, and The Washington Post.
In this book, you will learn how to:
Contents at a Glance
Part 1 creating engaging customer experiences 1
Chapter 1 The art and Science of Business . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3
Chapter 2 Using Data to inform Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
Part 2 the iterative optimization methodology 39
Chapter 3 Methodology Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .41
Chapter 4 Qualitative Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 65
Chapter 5 Quantitative Research and Optimization Roadmap . . . . . . . . . . . . . 87
Chapter 6 Optimization in action . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .107
Chapter 7 Building an Optimization Organization . . . . . . . . . . . . . . . . . . . . . . . . .129
Part 3 Visual Business cases 141
index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 279