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Overview
Growth and experimentation leadership with AI-native execution, plus focused CRO consulting. Historical in-house NRG work recorded $30M+ in internal 2025 program reporting.
News
What VWO Gives an Experimentation Team-and What It Cannot Decide
VWO can report a Bayesian probability, a frequentist significance level, a sequential recommendation, a fixed-horizon result, or lower-rigor dynamic evidence. It can add approvals, guardrails, sample-ratio-mismatch alerts, and experiment-conduct warnings.
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How Booking.com Runs 1,000 Parallel Experiments-and Measures Quality
Booking.com says it runs approximately 1,000 parallel experiments at any given moment. Its most useful public lesson is not the number. It is that scale exposed a quality problem: experimenters could skip power calculations, choose arbitrary runtimes, or
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Apple Product Page Optimization Uses Bayesian Testing-and Where It Stops
Apple's Product Page Optimization is a particularly clear public example of Bayesian experimentation built into a self-service product. Developers can compare App Store creative treatments, inspect 90% credible intervals, and receive "Performing Better,"
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How Google Runs Experiments at Scale-and Where the Evidence Stops
A Google experimentation paper from 2010 describes power calculations, A/A calibration, clustered data, counterfactual logging, multiplicity, launch ramps, expert review, and a knowledge repository. A 2025 Google Research abstract says the platform that b
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How Netflix Matches Experiment Methods to Product Decisions
Netflix says its teams run thousands of A/B tests each year, yet only a small percentage of ideas become product launches. That apparent contradiction is the point. Its experimentation system is not designed to prove that teams are usually right; it is de
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