The Data is in the Details When it Comes to Testing Ad Creative. Live from Mobile Growth Summit in San Francisco, our host Peggy Anne Salz checks in with Phil Shpilberg, President and Founder of GamechangerSF. Phil was at the conference to present a session where he translated theory into action as he made and launched a large batch of ads in 15 minutes. He stopped by the podcast booth to discuss how he uses data and multivariate techniques to build winning creative to power user acquisition strategies for his clients.

Phil is finding that minor details—like the color of CTA buttons—are actually driving a lot of the variation that he sees in campaigns (and how his team built out a reporting system that could handle looking at so much detail). Phil also weighs in on what not to do when testing creative and shares why he looks for the outliers when he’s diving into data.