Articles exploring 'analytics' through the lens of behavioral science and experimentation. Practical frameworks for growth leaders who measure in revenue, not vanity metrics.
4 articles
Atticus Li reduced experimentation analysis time by 40% at NRG Energy by integrating AI tools including Claude, ChatGPT, and Optimizely AI into the testing workflow — with specific workflows, governance standards, and honest limitations.
Atticus Li shares data storytelling lessons from presenting experimentation results to C-suite executives at NRG Energy and Silicon Valley Bank — including the textbook analogy, the consultant mindset, and how financial storytelling grew the program.
Atticus Li designed NRG Energy's EBITDA impact estimation model that translates A/B test results into verified financial impact, turning experimentation from a cost center into a revenue driver generating $30M+ in projected value.
Most A/B tests fail because the process is broken, not because the ideas are bad. Five failure modes that kill experimentation programs, and the consultant mindset that fixes them.