Saturday 21 Sep, 2019

Starting at 9am

Etc Venues

One Drummond Gate, Victoria, London SW1V 2QQ

Optimisation and AB Testing – Guillaume Lombard

Session Description

I am 95% confident that at the end of this course you will be able to write robust hypothesis, understand the impact of seasonality and external variables that could impact the results of your testing strategy as well as a tiny bit of statistics to give you confidence in the results.

This session will cover:

  • Quick overview of optimisation strategies and different types of tests
  • Hypothesis – Where to start? (framework to develop strong hypothesis and sizing opportunities)
  • How to deal with overlapping marketing campaigns – participation model
  • Measuring results with confidence – review of popular methodologies
  • The importance of sample size – and why marketers are doing it wrong
  • Sequential analysis – how companies like Uber does it
  • How to test when using a DMP

… and a some custom tools to make life easier


A keen interest in Optimisation more specifically about data and methodologies that drive strong learning and successful campaigns.

Equipment required:

A computer with a text editor


A computer with R, and R studio installed

About the Trainer

As an electronic and electrical engineer Guillaume has always had a passion for solving problems, started his digital journey in SEO and found his true passion in data and optimisation even bringing AB testing in his private life. From vendor (Webtrends) to startup (Moonpig) before joining corporate, I have experienced a wide range of industries with local and global exposure.