{"id":111899,"date":"2021-07-02T08:06:04","date_gmt":"2021-07-02T08:06:04","guid":{"rendered":"https:\/\/staging.wingify.com\/blog\/1000-experiments-club-chad-sanderson-2\/"},"modified":"2026-09-10T18:44:45","modified_gmt":"2026-09-10T13:14:45","slug":"1000-experiments-club-chad-sanderson-2","status":"publish","type":"post","link":"https:\/\/wingify.com\/blog\/1000-experiments-club-chad-sanderson-2\/","title":{"rendered":"1,000 Experiments Club: A Conversation With Chad Sanderson of Convoy"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\"><strong>Chad Sanderson breaks down the most successful types of experimentations based on company size and growth ambitions<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">For Chad Sanderson, head of product &#8211; data platform at Convoy, the role of data and experimentation are inextricably intertwined.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">At <a href=\"https:\/\/convoy.com\/\">Convoy<\/a>, he oversees the end-to-end data platform team \u2014 which includes data engineering, machine learning, experimentation, data pipeline \u2014 among a multitude of other teams who are all in service of helping thousands of carriers ship freight more efficiently. The role has given him a broad overview of the process, from ideation, construction to execution.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">As a result, Chad has had a front-row seat that most practitioners never do: The end-to-end process of experimentation from hypothesis, data definitions, analysis, reporting to year-end financials. Naturally, he had a few thoughts to share with Wingify\u2019s VP Marketing Marylin Montoya in their conversation on the experimentation discipline and the complexities of identifying trustworthy metrics.<\/span><\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-spotify wp-block-embed-spotify wp-embed-aspect-21-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Spotify Embed: A Conversation with Chad Sanderson of Convoy\" style=\"border-radius: 12px\" width=\"100%\" height=\"152\" frameborder=\"0\" allowfullscreen allow=\"autoplay; clipboard-write; encrypted-media; fullscreen; picture-in-picture\" loading=\"lazy\" src=\"https:\/\/open.spotify.com\/embed\/episode\/5ru26MnCYyUaBsZdDnz7q0?utm_source=oembed\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><b>Introducing experimentation as a discipline <\/b><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">Experimentation, despite all of its accolades, is still relatively new. You\u2019ll be hard pressed to find great collections of literature or an academic approach (although <a href=\"https:\/\/wingify.com\/blog\/1000-experiments-club-ronny-kohavi\/\">Ronny Kohavi<\/a> has penned some thoughts on the subject matter). Furthermore, experimentation has not been considered a data science discipline, especially when compared to areas of machine learning or data warehousing.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">While there are a few tips here and there available from blogs, you end up missing out on the deep technical knowledge and best practices of setting up a platform, building a metrics library and selecting the right metrics in a systematic way.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">Chad attributes experimentation\u2019s accessibility as a double-edged sword. A lot of companies have yet to apply the same rigor that they do to other data science-related fields because it\u2019s easy to start from a marketing standpoint. But as the business grows, so does the maturity and the complexity of experimentation. That\u2019s when the literature on platform creation and scaling is scant, leading to the field being undervalued and hard to recruit the right profiles.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><b>When small-scale experimentation is your best bet<\/b><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">When you\u2019re a massive-scale company \u2014 such as Microsoft or Google with different business units, data sources, technologies and operations \u2014 rolling out new features or changes is an incredibly risky endeavour, considering that fact that any mistake could impact millions of users. Imagine accidentally introducing a bug for Microsoft Word or PowerPoint: The impact on the bottom line would be detrimental.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">The best way for these companies to experiment is with a cautious, small-scale approach. The aim is to focus on immediate action, catching things quickly in real time and rolling them back.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">On the other hand, if you\u2019re a startup in a hyper-growth stage, your approach will vastly differ. These smaller businesses typically have to show double-digit gains with every new feature rollout to their investors, meaning their actions are more so focused on proving the feature\u2019s positive impact and the longevity of its success.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><b>Make metrics your trustworthy allies<\/b><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">Every business will have very different metrics depending on what they\u2019re looking for; it\u2019s essential to define what you want before going down the path of experimentation and building your program.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">One question you\u2019ll need to ask yourself is: What do my decision-makers care about? What is leadership looking to achieve? This is the key to defining the right set of metrics that actually moves your business in the right direction. Chad recommends doing this by distinguishing your front-end and back-end metrics: the former is readily available, the latter not so much. Client-side metrics, what he refers to as front-end metrics, measure revenue per transaction. All metrics then lead to revenue, which in and of itself is not necessarily a bad thing, but that just means all your decisions are based on revenue growth and less on proving the scalability or winning impact of a feature.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">Chad\u2019s advice is to start with the measurement problems that you have, and from there, build out your experimentation culture, build out the system and lastly choose a platform.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><\/h3>\n\n\n\n<h3 class=\"wp-block-heading\"><b>What else can you learn from our conversation with <a href=\"https:\/\/anchor.fm\/abtasty\/episodes\/A-Conversation-with-Chad-Sanderson-of-Convoy-e13qd4h\">Chad Sanderson<\/a>?<\/b><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Different experimentation needs for engineering and marketing<\/li>\n\n\n\n<li>Building a culture of experimentation from top-down<\/li>\n\n\n\n<li>The downside of scaling MVPs<\/li>\n\n\n\n<li>Why marketers are flagbearers of experimentation<\/li>\n<\/ul>\n\n\n\n<h6 class=\"wp-block-heading\"><b><i>About Chad Sanderson<\/i><\/b><\/h6>\n\n\n\n<p class=\"wp-block-paragraph\"><i><span style=\"font-weight: 400\">Chad Sanderson is an expert on digital experimentation and analysis at scale. He is a product manager, writer and public speaker, who has given lectures on topics such as advanced experimentation analysis, the statistics of digital experimentation, small-scale experimentation for small businesses and more. He previously worked as senior program manager for Microsoft\u2019s AI platform. Prior to that, Chad worked for Subway\u2019s experimentation team as a personalization manager.<\/span><\/i><\/p>\n\n\n\n<h6 class=\"wp-block-heading\"><b><i>About 1,000 Experiments Club<\/i><\/b><\/h6>\n\n\n\n<p class=\"wp-block-paragraph\"><i><span style=\"font-weight: 400\">The <a href=\"https:\/\/wingify.com\/resource-categories\/podcast\/\">1,000 Experiments Club<\/a> is an AB Tasty-produced podcast hosted by Marylin Montoya, VP of Marketing at AB Tasty. Join Marylin and the Marketing team as they sit down with the most knowledgeable experts in the world of experimentation to uncover their insights on what it takes to build and run successful experimentation programs.<\/span><\/i><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1280\" height=\"367\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2024\/10\/listen-to-the-podcast.jpg\" alt=\"Listen To The Podcast\" class=\"wp-image-116140\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2024\/10\/listen-to-the-podcast.jpg 1280w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2024\/10\/listen-to-the-podcast.jpg?tr=w-1024 1024w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2024\/10\/listen-to-the-podcast.jpg?tr=w-768 768w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2024\/10\/listen-to-the-podcast.jpg?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2024\/10\/listen-to-the-podcast.jpg?tr=w-375 375w\" sizes=\"(max-width: 1280px) 100vw, 1280px\" \/><\/figure>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Chad Sanderson breaks down the most successful types of experimentations based on company size and growth ambitions For Chad Sanderson, head of product &#8211; data platform at Convoy, the role of data and experimentation are inextricably intertwined. At Convoy, he oversees the end-to-end data platform team \u2014 which includes data engineering, machine learning, experimentation, data&#8230;<\/p>\n","protected":false},"author":1483,"featured_media":115643,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"post_read_time":0,"footnotes":""},"categories":[10880],"tags":[],"feature":[],"industry-type":[],"product":[],"role":[],"region":[],"class_list":["post-111899","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized-de"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>1,000 Experiments Club: A Conversation With Chad Sanderson of Convoy - Wingify Blog<\/title>\n<meta name=\"description\" content=\"Chad Sanderson of Convoy breaks down the most successful types of experimentations based on company size and growth ambitions.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/wingify.com\/blog\/1000-experiments-club-chad-sanderson-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"1,000 Experiments Club: A Conversation With Chad Sanderson of Convoy - 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