The Thomke Talks Episode 1: The power of Digital Experimentation

I've been working in the field of innovation for more than twenty five years now. And an important part of so of innovation, what I've been researching is the field of business experimentation.

And experimentation is the engine that drives innovation. So now the question is, how then do we make actually good decisions? And that's where the role of experiments come in. Rather than believing that we actually know everything, that management knows everything. And then later finding out that we're actually wrong, Why not just sort of use business experiments to show us with scientific rigor, what works and what doesn't work, and for this actually optimizing sort of customer experiences online. Having the right platform is is really important, where you can tap into the expertise of people who have been thinking about this a long time, the expertise of companies like Optimisley who have been working with customers for a long time and took what they've learned and embedded that in the platform. And so if you wanna be good at innovation, you have to be good at business experimentation.

And if you wanna be good at business experimentation, you better invest in platforms like this. Some of the organizations, true experimentation organizations, whose culture, whose management, processes have fully embraced this, they have broad involvement. You know, some organizations were fifty, sixty, seventy percent of all employees are involved in designing and running experiments. That's the kind of level you wanna get to.

Then experimentation becomes, like, breathing, like, running the numbers. You know, nobody's gonna for the RA because the RA is so huge. You know, you can ask the opposite question, what's the cost of not doing it? And I think the cost of not doing it is actually even more expensive because you're going to be at a competitive disadvantage.