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Advice From A Jedi Knight Of Marketing Experimentation

How do you build and scale a testing culture in a company? The question caught the attention of Andy Pulkstenis, whom this author would describe as a Jedi Knight of experimental design. He’s had years of experience running marketing-oriented controlled experiments at Capital One — one of the world’s pioneers in large-scale marketing experimentation programs — and now at State Farm. Andy’s an enthusiastic champion of developing a “testing culture.”

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