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Author: 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.
“Marginal gains and all these buzz words - a lot of the time, I just think you have got to get the fundamentals right.” Words to live by for marketers from Olympic cyclist, Bradley Wiggins.
The “marginal gains” philosophy is most closely associated with Dave Brailsford, the MBA-holding cycling coach who was inspired by the post-war Japanese practice of Kaizen. Brailsford credits the striking successes of British cyclists over the past decade to the marginal gains strategy that he and others instilled in the organisation.
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.