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Marketing

What is User Science?

User Science is a philosophy, applied as a Framework, accepted laws, and a empirical method of acquiring knowledge of Users scientifically. Why would we approach the building of an enterprise, or the marketing function with science? Becuase science is very…

Michael Castleman

Marketing Miscellaneous

The Business Case for A/B Testing

A/B Testing in marketing (also known as spilt testing) allows the identification of the best solution for a marketing propblem by randomizing two elements and checking which has best response.

Michael Castleman

Marketing

Velocity is not just speed, it is direction.

Human-centered design and UX research can give a direction and give you velocity in your sprints. Often user research is done once, if at all, but if you find what you need to achieve often you can make the work…

Michael Castleman

Marketing

Marketing Budget Assessment

New budgets need to take into account the changes that are taking place. Everything is moving and you need to create an adaptive budget.

Michael Castleman