Experimentation Best Practices from Uber - Sundar Swaminathan

Creating a world-class data-driven experimental culture

Sundar Swaminathan - Marketing & Data Science Advisor and former Growth Marketing Analytics leader at Uber - shares his best practices for running impactful experiments in a data-driven way.

Culture is Key: Establish a culture that values experimentation as a foundation for organizational growth

Stakeholder Inclusion: Effective communication and inclusion are essential for aligning goals and expectations.

Experimentation as a Funnel: understanding customer insights → formulating hypotheses → brainstorming ideas → building features → analyzing results

Prioritize Learning Over Immediate Wins: Understanding what doesn't work is as valuable as finding successful strategies.

Collaboration and Diversity: Encourage a bottoms-up approach to idea generation

Minimum Viable Experiments: Break large experiments into smaller, manageable components to test hypotheses efficiently and reduce risk.

Stakeholder Management: Manage expectations by aligning on experiment goals, sample sizes, primary KPIs, and the timeline for analysis.

Risk Management and Learning Tool: Position experimentation as a tool for managing risks and facilitating learning, rather than solely focusing on immediate growth.

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