Author: Frederic Kalinke

Frederic Kalinke

Frederic Kalinke is Managing Director of Amigo - a company that helps brands increase profits through better customer journeys. Amigo helps enterprise marketers deliver their ideas quickly and cost-effectively by eliminating the marketing execution gap.

Frederic started his career at Google's graduate program, where he managed millions of pounds in advertising budgets across AdWords, Display and Video. He won awards and obtained patents for new products in marketing innovation and developed customer education programs.

In his spare time he runs training courses in digital skills to help students, lawyers, budding marketers and city-folk sail on the fast moving waters of online commerce.

How to stay safe when A/B testing

A/B testing is simple.

You just compare a control to a variant. In digital marketing (especially the field sometimes known as ‘conversion rate optimisation’), this generally means doing something like splitting traffic between two versions of the same web page and monitoring their performance. You might also try it out with emails, apps, or any other manner of digital communication, but the point is: it is simple, dead simple.


Marketers have more data than ever, so why aren’t they better at experimentation?

The philosopher of science Paul Feyerabend famously wrote that “the only principle that does not inhibit progress is: anything goes.”