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Andrew Anderson
About The Author

Andrew Anderson

Andrew Anderson is part of the Customer Advocacy team, where he works with troubled optimization programs to turn them around and to maximize value while reducing resource waste. He has worked on business intelligence, analytics, and online optimization, both on the client side and as part of Adobe, for over 10 years. His work has dramatically improved programs of all sizes, including 12 of the top 200 web properties, and over 250.different sites world wide. Andrew teaches a focus on the value of combining multiple disciplines, and touches on analytics, optimization, marketing, development, psychology, sociology, design, statistics, historical analysis, and user experience.

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Optimizing the Organization: Where Does Testing Fit into your Org Structure?

Personalization · By Andrew Anderson On April 23, 2012 · 2 Comments

Where then does test­ing fit into your orga­ni­za­tion? Is it just some­thing peo­ple do? Is it a cen­tral com­po­nent to be shared, or is it just some­thing that each group does on their own. All groups face this strug­gle when they dis­cover that you can’t just make it an addi­tional duty for some­one and get...

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Optimizing the Organization: The Mental Evolution of Programs

Personalization · By Andrew Anderson On April 16, 2012 · 2 Comments

Build­ing a true opti­miza­tion pro­gram in your com­pany can be a daunt­ing expe­ri­ence. No mat­ter how much you might want to make things work per­fectly, the new­ness of the con­cepts pre­sented, the pol­i­tics around who is “right”, and a hun­dred other fac­tors con­spire against you. Most peo­ple speak about want­ing to get good results, but...

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Understand the math behind it all: Normal Distribution

Personalization · By Andrew Anderson On April 9, 2012 · Add Comment

If the N-Armed ban­dit prob­lem is the core strug­gle of each test­ing pro­gram, then nor­mal dis­tri­b­u­tion and the related cen­tral limit the­o­rem is the wind­mill that groups use to jus­tify their attempts to solve the N-Armed ban­dit prob­lem. The cen­tral limit the­o­rem is some­thing...

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Change the Conversation: What does “Efficiency” really mean?

Analytics, Personalization · By Andrew Anderson On April 2, 2012 · 6 Comments

One of the great mys­ter­ies of the ana­lyt­ics space is the use of words that have almost no real mean­ing. Words like opti­miza­tion, ana­lyt­ics, mar­ket­ing, social, value, per­son­al­iza­tion, pre­dic­tive, and seg­ment have dif­fer­ent mean­ings to dif­fer­ent peo­ple. They become use­ful jar­gon to direct a con­ver­sa­tion, but when it comes down to giv­ing them a real...

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Why we do what we do: When the Sum is Less than the Parts — Simpson’s Paradox

Analytics, Personalization · By Andrew Anderson On March 26, 2012 · Add Comment

Some of the great­est mis­takes peo­ple make is by hav­ing com­plete faith in num­bers or in their own abil­i­ties to use them to get a desired result. While nor­mally there are a great many just biases and log­i­cal fal­lac­ies that make up human cog­ni­tion, some­times there are fac­tors in the real world that con­spire to...

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7 traits of a successful tester

Analytics · By Andrew Anderson On March 19, 2012 · Add Comment

One of the great­est thrills I get is when I work with new ana­lysts, con­sul­tants, and com­pa­nies as they take the evo­lu­tion and become great testers. It is so easy to talk about every­thing that is wrong with most groups, peo­ple, and agen­cies in our indus­try, but the real­ity is that I rarely find peo­ple...

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Why we do what we do: Believing what you want to believe — Observer-Expectancy Effect

Personalization · By Andrew Anderson On March 12, 2012 · Add Comment

The human mind is a funny thing. We can be aware of all our own faults, and oth­ers, and yet when it comes to stop­ping our­selves from falling down the many holes that we cre­ate for our­selves, we find it much eas­ier to see the same mis­take by oth­ers then in our­selves. In the next...

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MVT – Why Full Factorial vs. Partial Factorial Misses the Entire Point

Personalization · By Andrew Anderson On March 5, 2012 · Add Comment

One of my first intro­duc­tions to the larger world of test­ing was get­ting a chance to serve on a panel about Mul­ti­vari­ate test­ing. I remem­ber how diver­gent the opin­ions were and how bad the mis­con­cep­tions were of the entire process. Just about every­one I talked to had these same com­mon pre­con­ceived notion of how to...

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Bridging the Gap: Dealing with Variance between Data Systems

Personalization · By Andrew Anderson On February 27, 2012 · 1 Comment

One of the prob­lems that never seems to be elim­i­nated from the world of data is edu­ca­tion and under­stand­ing on the nature of com­par­ing data between sys­tems. When faced with the issue, too many com­pa­nies find the vari­ance between their dif­fer­ent data solu­tions to be a major sign of a prob­lem with their report­ing, but...

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Are you smarter than your trashcan?

Personalization · By Andrew Anderson On February 20, 2012 · Add Comment

Are you smarter than your trashcan?

This may seem like a really inane ques­tion, but think about it for a sec­ond. We are think­ing breath­ing beings, how can we pos­si­ble not be as smart as our trashcan?

First, let’s estab­lish how we would mea­sure this. We like to pre­tend that how smart some­one is goes...

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