"I have a ton of experience in running A/B and multivariate tests. I believe that this is at the heart of what I do as a growth marketer! After determining what should be tested, I use tools like Optimizely to help me create and run the experiments. And I recognize the importance of making sure that nothing skews my results. For example, I know that a viral campaign can impact how much traffic visits a webpage, so to prevent this contamination I usually test paid traffic from Google Ads or Facebook because I recognize that segmented traffic from a specific source provides more reliable insights."

"Absolutely! A valuable tool for the trade. It is important to take advantage of all the data you can. But, as Neil Patel also says, 'It's not about the amount of time you devote but rather what you devote to that time that counts.' This rings true to me."