The Impact of Testing on KPIs and Best Practices

– The author is planning to run a test that will significantly impact key performance indicators (KPIs) in a negative way.
– They believe that if one test can disrupt KPIs and other automations, it questions the importance of taking KPIs seriously.
– The author emphasizes the significance of unit economics in marketing and experimentation in the ecommerce industry.Reconsider the reliance on KPIs and explore alternative metrics for evaluating performance.Have you ever run a test that you know will 100% mess up KPIs? I mean, really mess them up and skew them in a terrible way. We are about to run a test that will demolish one of the key statistics that many brands rely on. So, I am going to be bold and say that if I can mess up KPIs with one test, it will spill over and affect other automations. This pretty much means that KPIs should not be taken so seriously. Goodbye “best practices” 😉 At the end of the day, it is all about unit economics. #marketing #experimentation #ecommerce

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