{"id":116061,"date":"2022-04-22T07:45:11","date_gmt":"2022-04-22T07:45:11","guid":{"rendered":"https:\/\/staging.wingify.com\/blog\/data-foundation-experimentation\/"},"modified":"2026-09-15T15:10:14","modified_gmt":"2026-09-15T09:40:14","slug":"data-foundation-experimentation","status":"publish","type":"post","link":"https:\/\/wingify.com\/blog\/data-foundation-experimentation\/","title":{"rendered":"How to Create a Modern Data Foundation for Experimentation"},"content":{"rendered":"<p>Staying ahead of the game to deliver seamless brand experiences for your customers is crucial in today\u2019s experience economy. Today we\u2019ll dip our toe into the \u201chow\u201d by looking at the underlying foundation upon which all of your experiences, optimization and experimentation efforts will be built: <strong>data<\/strong>.<\/p>\n<figure id=\"attachment_92599\" aria-describedby=\"caption-attachment-92599\" style=\"width: 1000px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-92599\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/Data-is-the-foundation-experimentation-is-built-on.jpg\" alt=\"Data is the foundation experimentation is built on\" width=\"1000\" height=\"661\" \/><figcaption id=\"caption-attachment-92599\" class=\"wp-caption-text\">Data is the foundation experimentation is built on (<a href=\"https:\/\/unsplash.com\/photos\/WiONHd_zYI4\" target=\"_blank\" rel=\"noopener noreferrer\">Source<\/a>)<\/figcaption><\/figure>\n<p>Data is the technology that can power the experiences you build for your customers by first understanding what they want and how it\u2019ll best serve your business to deliver this. It\u2019s the special sauce that helps connect the dots between your interpretation of existing information and trends, and the outcomes that you hypothesize will address <a href=\"https:\/\/wingify.com\/blog\/using-experimentation-data-to-uncover-customer-needs\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer needs<\/a> (and grow revenue).<\/p>\n<p>If you\u2019ve ever wondered whether the benefits of a special offer are sufficiently enticing for your customer or why you have so many page hits and so few purchases, then you\u2019ve asked the questions the marketing teams of your competitors are both asking <em>and<\/em> actively working to answer. Data and experimentation will help you take your website to the next level, better understand your customers\u2019 preferences, and optimize their purchasing journey to drive stronger business outcomes.<\/p>\n<p>So, the question remains: Where do you start? In the case of e-commerce, <a href=\"https:\/\/wingify.com\/resources\/ab-testing\/\" target=\"_blank\" rel=\"noopener noreferrer\">A\/B testing<\/a> is a great way to use data to test hypotheses and make decisions based on information rather than opinions.<\/p>\n<figure id=\"attachment_92601\" aria-describedby=\"caption-attachment-92601\" style=\"width: 923px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-92601\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/AB-testing-helps-brands-make-decisions-based-on-data.jpg\" alt=\"A\/B testing helps brands make decisions based on data (Source)\" width=\"923\" height=\"616\" \/><figcaption id=\"caption-attachment-92601\" class=\"wp-caption-text\">A\/B testing helps brands make decisions based on data (<a href=\"https:\/\/unsplash.com\/photos\/LqKhnDzSF-8\" target=\"_blank\" rel=\"noopener noreferrer\">Source<\/a>)<\/figcaption><\/figure>\n<p>\u201cThe idea behind experimentation is that you should be testing things and proving the value of things before seriously investing in them,\u201d says <a href=\"https:\/\/wingify.com\/blog\/1000-experiments-club-jonny-longden\/\" target=\"_blank\" rel=\"noopener noreferrer\">Jonny Longden<\/a>, head of the conversion division at agency Journey Further. \u201cBy experimenting\u2026you only do the things that work and so you\u2019ve already proven [what] will deliver value.\u201d<\/p>\n<p>Knowing and understanding your data foundation is the platform upon which you\u2019ll build your knowledge base and your experimentation roadmap. Read on to discover the key considerations to bear in mind when establishing this foundation.<\/p>\n<h2>Five things to consider when building your data foundation<\/h2>\n<ol>\n<li><strong>Know what data you\u2019re collecting and why<\/strong><br \/>\nKnowing what you\u2019re dealing with when it comes to slicing and dicing your data also requires that you understand the basic types and properties of the information to which you have access. Firstly, let\u2019s look at the different types of data:<\/p>\n<ul>\n<li><strong>First-party data<\/strong> is collected directly from customers, site visitors and followers, making it specific to your products, consumers and operations.<\/li>\n<li><strong>Second-party data<\/strong> is collected by a secondary party outside of your company or your customers. It\u2019s usually obtained through data-sharing agreements between companies willing to collaborate.<\/li>\n<li><strong>Third-party data<\/strong> is collected by entirely separate organizations with no consideration for your market or customers; however, it does allow you to draw on increased data points to broaden general understanding.<\/li>\n<\/ul>\n<p>Data also has different properties or defining characteristics: <strong>demographic data<\/strong> tells you <em>who<\/em>, <strong>behavioral data<\/strong> tells you <em>how<\/em>, <strong>transactional data <\/strong>tells you <em>what<\/em>, and <strong>psychographic data<\/strong> tells you <em>why<\/em>. Want to learn more? Download our e-book, \u201c<a href=\"https:\/\/wingify.com\/resources\/personalization-guide\/\" target=\"_blank\" rel=\"noopener noreferrer\">The Ultimate Personalization Guide<\/a>\u201d!<\/p>\n<p><a href=\"https:\/\/wingify.com\/resources\/personalization-guide\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-92611 \" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/Ultimate-personalization-guide-e-book-1024x535.jpg\" alt=\"Ultimate personalization guide e-book\" width=\"591\" height=\"309\" \/><\/a><\/p>\n<p>\u200e\u200e\u3164\u200e\u200e<\/p>\n<p>Gathering and collating a mix of this data will then allow you to <a href=\"https:\/\/wingify.com\/blog\/visitor-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">segment your audience<\/a> and flesh out a picture of who your customers are and how to meet their needs, joining the dots between customer behavior and preferences, website UX and the buyer journey.<\/p>\n<p>Chad Sanderson, head of product \u2013 data platform at Convoy, recommends <a href=\"https:\/\/wingify.com\/de\/blog\/1000-experiments-club-chad-sanderson\/\" target=\"_blank\" rel=\"noopener noreferrer\">making metrics your allies<\/a> to ensure data collection and analysis are synchronized. Knowing what your business leaders care about, and which metrics will move the business forward, will ensure that your data foundation is relevant and set up for success.<\/p>\n<p>\u200e\u3164<\/li>\n<li><strong>Invest in your data infrastructure<\/strong><br \/>\nData is everywhere, in its myriad of forms and gathered from a multitude of sources. Even so, if you\u2019re going to make use of it, you need a robust system for gathering, storing and analyzing it in order to best put it to work. Start by understanding how much first-party data you have the capacity to gather by evaluating your current digital traffic levels. How many people are visiting your site or your app? You can get this information using <a href=\"https:\/\/sporkmarketing.com\/376\/what-are-visitors-unique-visitors-and-page-views-google-analytics\/\" target=\"_blank\" rel=\"noopener noreferrer\">Google Analytics<\/a> or a similar platform, and this will help you understand how sophisticated your data-leveraging practices can be and identify gaps where you might need to source supplementary data (second- and third-party).<br \/>\nNext, you\u2019ll need to evaluate your infrastructure. Companies that are further on their data analytics journey will invest in\u00a0<a href=\"https:\/\/wingify.com\/blog\/1-1-personalization-and-data\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer data platforms<\/a> (CDPs) that allow them to collect and analyze data \u2013 gathered from a variety of sources and consolidated into a central database \u2013 at a more granular level. Stitching together this data via a CDP helps you bring all the pieces together to form a complete picture of your customers and identify any gaps. This is a critical step before you leap into action. Chad Sanderson concurs. \u201c[Start] with the business and what the business needs,\u201d he advises. \u201cTailoring your\u2026 solution to that \u2013 whatever that is \u2013 is going to be a lot more effective.\u201d\u200e<br \/>\n\u3164<\/li>\n<li><strong>Get consent to build consumer trust<\/strong><br \/>\nData security is rightly of foremost concern to consumers. The very users from whom you want to gather that first-party data want to ensure that their <a href=\"https:\/\/www.pwc.com\/gx\/en\/industries\/consumer-markets\/consumer-insights-survey.html\" target=\"_blank\" rel=\"noopener noreferrer\">private information remains secure<\/a>. Getting their consent and being transparent about the inherent benefit to them if they agree to your request \u2013 be it through giveaways, exclusive offers, additional information or services \u2013 will give you the best chance of success. Demonstrating that you adhere to, and take seriously, various data compliance laws (such as <a href=\"https:\/\/www.forbes.com\/sites\/andrewrossow\/2018\/05\/25\/the-birth-of-gdpr-what-is-it-and-what-you-need-to-know\/?sh=2af3f42a55e5\" target=\"_blank\" rel=\"noopener noreferrer\">GDPR<\/a>) and good governance will also build trust in your brand and give you the opportunity to make it worth their while through improved UX and personalized experiences.<\/p>\n<figure id=\"attachment_92615\" aria-describedby=\"caption-attachment-92615\" style=\"width: 800px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-large wp-image-92615\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/Build-trust-in-your-brand-by-respecting-your-users-private-information-1024x682.jpg\" alt=\"Build trust in your brand by respecting your users\u2019 private information\" width=\"800\" height=\"533\" \/><figcaption id=\"caption-attachment-92615\" class=\"wp-caption-text\">Build trust in your brand by respecting your users\u2019 private information (<a href=\"https:\/\/unsplash.com\/photos\/WHWYBmtn3_0\" target=\"_blank\" rel=\"noopener noreferrer\">Source<\/a>)<\/figcaption><\/figure>\n<p>\u200e\u3164<\/li>\n<li><strong>Collect and discover insights to upgrade your customer strategy<\/strong><br \/>\nWe\u2019ve already covered the fact that data is everywhere. As <a href=\"https:\/\/open.spotify.com\/episode\/5ru26MnCYyUaBsZdDnz7q0?si=15ddb32884d841c0&amp;nd=1\" target=\"_blank\" rel=\"noopener noreferrer\">Chad Sanderson<\/a> highlighted above, identifying immediate business needs and priorities \u2013 as well as focusing on quick wins and low-lift changes that can have a quick and high-level impact \u2013 can help you navigate through this minefield. It\u2019s best to think of this section as a four-step process:<br \/>\n\u3164\u3164<strong>\u2022<\/strong>\u00a0<strong>Collect<\/strong> data as it flows into your CDP<br \/>\n<strong>\u3164\u3164\u2022 Transform<\/strong> or calibrate your data so that it can be compared in a<br \/>\n\u3164\u00a0 \u3164logical manner<br \/>\n<strong>\u3164\u3164\u2022 Analyze<\/strong> the data by grouping and categorizing it according to<br \/>\n\u3164\u00a0 \u3164the customer segments you\u2019ve identified and benchmarking<br \/>\n<strong>\u3164\u00a0 \u3164<\/strong>against business priorities<br \/>\n<strong>\u3164\u3164\u2022 Activate<\/strong> your insights by pushing the learnings back into<br \/>\n\u3164\u00a0 \u3164your platforms and\/or your experimentation roadmap and really<br \/>\n<strong>\u3164\u00a0 \u3164<\/strong>put this data to work<br \/>\n\u3164<\/li>\n<li><strong>Turn your data into actions<\/strong><br \/>\nIt\u2019s crunch time (no pun about numbers intended)! We\u2019ve examined the different types of data and where to source them, how to be responsible with data collection and how to set up the infrastructure needed to consolidate data and <a href=\"https:\/\/wingify.com\/blog\/maximizing-the-value-of-customer-data-through-experimentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">generate insights<\/a>. We\u2019ve also covered the need to understand business priorities and core strategy to drive data collection, analysis and activation in the same direction. Now we need to put that data and those insights to work.<br \/>\nIn the experience economy, where constant evolution is the name of the game, innovation and optimization are the key drivers of experimentation. Taking the data foundation that you\u2019ve built and using it to fuel and nourish your experimentation roadmap will ensure that none of the hard work of your tech, marketing and product teams is in vain. Testing allows you to evaluate alternatives in real time and make <a href=\"https:\/\/wingify.com\/resources\/the-customer-centric-data-series\/\" target=\"_blank\" rel=\"noopener noreferrer\">data-driven decisions<\/a> about website UX. It also ensures that business metrics are never far from reach, where conversion and revenue growth take center stage.<img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-92617\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/Use-the-data-youve-gathered-to-fuel-your-experimentation-roadmap.jpg\" alt=\"Use the data you\u2019ve gathered to fuel your experimentation roadmap\" width=\"1000\" height=\"750\" \/><br \/>\n<span style=\"font-size: 14px\">Use the data you\u2019ve gathered to fuel your experimentation roadmap (<\/span><a style=\"font-size: 14px\" href=\"https:\/\/unsplash.com\/photos\/5Q07sS54D0Q\" target=\"_blank\" rel=\"noopener noreferrer\">Source<\/a><span style=\"font-size: 14px\">)<\/span><\/li>\n<\/ol>\n<h2>Invest in a solid data foundation to maximize and scale<\/h2>\n<p>At Wingify, we apply the <a href=\"https:\/\/wingify.com\/blog\/bayesian-ab-testing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Bayesian approach<\/a> to interpreting data and test results because in A\/B testing, this method not only shows whether there is a difference between the tested options but also goes beyond that by calculating a measure of that difference. Being able to identify what that variance is allows you to best understand what you will <em>gain<\/em> by adopting a permanent change.<\/p>\n<p>Collecting and analyzing data, and then leveraging the insights that you glean, are key to unlocking the <a href=\"https:\/\/wingify.com\/resource-categories\/ebooks\/\" target=\"_blank\" rel=\"noopener noreferrer\">next level of experience optimization<\/a> for your customers and your business. An experimentation roadmap grounded in real-time responsiveness and long-term, server-side improvements will have a solid data foundation approach at its core, where understanding who you want to target and how to act drives success. Furthermore, if you invest in your data foundation \u2013 and the five core drivers we\u2019ve explored above \u2013 you\u2019ll be equipped to scale your experimentation and allow optimization to become a key business maximizer.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Discover how data can power a company\u2019s experimentation program and its role in the experience economy.<\/p>\n","protected":false},"author":1432,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"post_read_time":0,"footnotes":""},"categories":[10783],"tags":[],"feature":[],"industry-type":[],"product":[],"role":[],"region":[],"class_list":["post-116061","post","type-post","status-publish","format-standard","hentry","category-ab-testing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Create a Modern Data Foundation for Experimentation - Wingify Blog<\/title>\n<meta name=\"description\" content=\"Discover how data can power a company\u2019s experimentation program and its important role in the experience economy.\" \/>\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\/data-foundation-experimentation\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Create a Modern Data Foundation for Experimentation - Wingify Blog\" \/>\n<meta property=\"og:description\" content=\"Discover how data can power a company\u2019s experimentation program and its important role in the experience economy.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/wingify.com\/blog\/data-foundation-experimentation\/\" \/>\n<meta property=\"og:site_name\" content=\"Wingify Blog\" \/>\n<meta property=\"article:published_time\" content=\"2022-04-22T07:45:11+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-09-15T09:40:14+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/Data-is-the-foundation-experimentation-is-built-on.jpg\" \/>\n<meta name=\"author\" content=\"Hubert Wassner\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@Wingify\" \/>\n<meta name=\"twitter:site\" content=\"@Wingify\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Hubert Wassner\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"8 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/wingify.com\\\/blog\\\/data-foundation-experimentation\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/wingify.com\\\/blog\\\/data-foundation-experimentation\\\/\"},\"author\":{\"name\":\"Hubert Wassner\",\"@id\":\"https:\\\/\\\/wingify.com\\\/blog\\\/#\\\/schema\\\/person\\\/4d8faacc4773e4e1e2d5d1aafe2685d2\"},\"headline\":\"How to Create a Modern Data Foundation for Experimentation\",\"datePublished\":\"2022-04-22T07:45:11+00:00\",\"dateModified\":\"2026-09-15T09:40:14+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/wingify.com\\\/blog\\\/data-foundation-experimentation\\\/\"},\"wordCount\":1492,\"image\":{\"@id\":\"https:\\\/\\\/wingify.com\\\/blog\\\/data-foundation-experimentation\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/static.wingify.com\\\/gcp\\\/uploads\\\/abtasty\\\/Data-is-the-foundation-experimentation-is-built-on.jpg\",\"articleSection\":[\"A\\\/B Testing\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/wingify.com\\\/blog\\\/data-foundation-experimentation\\\/\",\"url\":\"https:\\\/\\\/wingify.com\\\/blog\\\/data-foundation-experimentation\\\/\",\"name\":\"How to Create a Modern Data Foundation for Experimentation - 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