24. A/B seeing ya! Is AI the end of split testing?

Unicorny

English - October 17, 2023 04:00 - 42 minutes - 57.6 MB
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Previous Episode: 23. Value Innovation in Action: (Part 2) Promotion and Place

Next Episode: 25. The B2B NBT? Marketing Transformation

A/B seeing ya! Is AI the end of split testing?

This episode might just blow your mind. It's all about the future of marketing and how AI is going to revolutionise conversion rate optimisation (CRO).

In the conversation, host Selbey Anderson's Dom Hawes meets Julian Thorne, Chief Operating Officer of Sub(x), an AI-enabled CRO business. Julian shares his journey in subscription marketing and how he became a Chief Commercial Officer in the UK's best-known publishing companies.

Julian then introduces Sub(x), a start-up that uses AI and first-party data to deliver personalised messages on client websites. Dom and Julian discuss the evolution of marketing, the limitations of traditional split testing, and the accessibility of AI in CRO for smaller businesses.

Julian emphasises the importance of AI in optimising conversion rates and delivering the right offers to the right people. He also highlights the integration of AI into existing marketing tools and the need for transparency and explainability in AI decision-making.

About Julian Thorne

Julian Thorne is the Chief Operations Officer of Sub(x), a marketing technology provider that uses AI automation to drive revenue, growth and customer acquisition for digital subscription businesses.

Prior to joining Sub(x) Julian was the Chief Customer Officer of Future plc responsible for all direct customer revenues worldwide including subscription revenues. Julian has previously held various senior executive positions including, CCO of Dennis Publishing, CEO of Dovetail Services and Marketing Director at Saga. Julian also founded The Big Wheel Consultancy which specialised in providing marketing consultancy and data insight services to businesses seeking to maximise their membership and/or subscription revenues.

He is a Fellow of the Institute of Direct and Digital Marketing.

Links

Full show notes: Unicorny.co.uk

LinkedIn: Julian Thorne | Dom Hawes

Websites: Sub(x) | Selbey Anderson

Timestamped summary of this episode:

00:00:03 - Introduction to Conversion Rate Optimisation (CRO)

00:01:31 - Julian Thorne's Background in Subscriptions

00:02:21 - Introduction to Sub(x)

00:03:18 - Julian's Learning Journey and the Evolution of Marketing

00:05:59 - The Evolution of Split Testing and the Role of AI

00:13:18 - Understanding AI and Data Points

00:14:31 - Importance of Data Sets and Audience Size

00:15:18 - Transitioning from A/B Testing to AI

00:16:41 - Transparency in AI Decision-Making

00:19:21 - Optimising Marketing Budgets with AI

00:27:45 - Exploring Price Elasticity

00:29:39 - Democratising AI for Smaller Businesses

00:31:33 - Strengthening the Marketing-Finance Relationship

00:33:59 - Focusing on Value Creation

00:37:32 - Wrapping up with a Focus on Value Creation

This podcast uses the following third-party services for analysis:

OP3 - https://op3.dev/privacy
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy