Latest / The Experimentation Edge
How Principal A/B tests on customers who don't exist
Summary
What if you could A/B test on customers who don't exist before spending a single live impression? Erika Dunn, assistant director of data science at Principal Financial Group, joins host Ashley Stirrup, CMO at GrowthBook, to share how she built synthetic digital audiences entirely in house: profiles shaped by real data that rank content by likelihood of engagement, whose first live A/B test selection just beat the control. They also dig into the looping metric her team built in SQL to find where customers get stuck without heat-mapping tools, why testing gets watered down into "let's…
The skinny
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