Episode 16: The Past, Present, and Future of Experimentation

About this episode

Lloyd Dunstall interviews Chris Gibbins about the evolution and future of experimentation in digital analytics and CRO.

This week on The Data & AI Podcast, host Lloyd Dunstall—Principal Recruitment Consultant at Harnham—sits down with Chris Gibbins, Chief Experience Officer at Creative CX, to explore the fascinating evolution of experimentation in digital analytics and CRO. From the early days of small A/B tests to today's expansive, journey-wide experimentation, Chris reflects on how this scientific approach has transformed not just decision-making, but creativity itself. Highlights include: Why experimentation isn’t just about tweaking button colours but about unlocking bold, strategic ideas. Success stories that delivered significant wins for both customers and businesses. A look at the future of experimentation, including its role in tackling AI-driven user interactions and bridging online-offline journeys. Curious about what makes experimentation so powerful or simply keen to learn what metrics Chris wishes he could measure? Tune in to this episode to find out.

People in this episode

Host: Lloyd Dunstall

Guest: Chris Gibbins

Topics covered

• experimentation
• digital analytics
• CRO
• decision-making
• creativity
• AI-driven interactions
• online-offline journeys

Keywords

• experimentation
• A/B tests
• digital analytics
• CRO
• AI
• user interactions
• metrics

Mentioned in this episode

Organizations: Creative CX, Harnham

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