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Artwork for From A to B

From A to B

Shiva Manjunath
Conversion Rate Optimization
Experimentation
Digital Marketing
A/B Testing
CRO
User Experience
Customer Experience
a-B Testing
Experimentation Culture
CRO (conversion Rate Optimization)
Marketing
Spaghetti Testing
Stakeholder Management
Research
Velocity Vs. Quality
Data-Driven Decision Making
Burnout
Prioritization Frameworks
Leadership Support
Test and Learn Community

Conversations with interesting people across the digital marketing spectrum about all things experimentation.

PublishesMonthlyEpisodes76Founded3 years ago
Number of ListenersCategories
MarketingBusiness

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Artwork for From A to B

Latest Episodes

Are synthetic users actually valuable? Or are they just another part of the AI hype cycle?

Nils 'Dolla Billz' Stotz joined this ep to flesh out his research into synthetic users, and I gave him significant pushback. We ended up agreeing on more than... more

YouTube

What do you .... actually do in your first 30 days as a CRO? Besides like health insurance and get a laptop, and fight with IT to get access to all the tools?

Gertrud “Valhalla” Anirudhan joined this ep to share her wisdom, AND journey, into this, ... more

YouTube

This is a bit of a unique episode - not your usual "how to build a culture of experimentation" type episode. And you shouldn't skip this episode because 'it's not experimentation so i don't care' - this episode is SUPER important for anyone in an ind... more

YouTube

We are temporarily renaming this podcast From D to A - From Data to Action. Because data is almost useless unless you do something meaningful with it.

Josh "One of a Kind" Silverbauer hopped on the pod to dig deeper into the 'analytics' and 'data' ... more

YouTube

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Recent Guests

Gertrud Anirudhan
CRO manager and repeat guest, previously in agency and in‑house roles
Formerly at Spiro; Estonian company context mentioned
Episode: Your First 30 Days as a CRO ft. Gertrud Anirudhan
Mallory Randall
Vice President; storyteller and data storyteller
Episode: Lessons from a Battle Tested VP ft. Mallory Randall
Josh Silverbauer
Head of analytics and CRO at From the Future
From the Future
Episode: Moving From Data to Action ft. Josh Silverbauer
Jon Crowder
Founder of Another Web as Possible
Another Web as Possible
Episode: Ethics of Fake Door Testing ft. Jon Crowder
Jenni Broadway Bruckman
Director of digital product, speaker on data culture and experimentation
YETI
Episode: Building Testing Culture Beyond A/B Testing ft. Jenni Bruckman
Jonas Alves
Co-founder at AB Smartly, AB testing platform
AB Smartly
Episode: Testing Tools: Build? Or Buy? ft. Jonas Alves
AJ Does No Wrong Long
Director of Product Analytics and Experimentation at PrizePix
PrizePix
Episode: Where Are The Ethics In Experimentation?! ft. AJ Long
Gerda Thomas
Co-founder of Koalatative
Koalatative
Episode: How to Remove Emotion from Data Analysis ft. Gerda Thomas
Rommil Santiago
Founder of Experiment Nation and author of Prove It or Lose It
Experiment Nation
Episode: Experimentation and CRO - Simplified ft. Rommil Santiago

Host

Shiva Manjunath
Host of From A to B; frequent presenter on CRO, data storytelling, and experimentation culture.

Reviews

4.9 out of 5 stars from 38 ratings
  • Top Quality Conversation!

    Congratulations, you’ve just earned a fan! The angles, perspectives, insights, and entertainment all intertwine into must-listen episodes for serious CRO practitioners. Totally binge-worthy!

    Apple Podcasts
    5
    Ammiel B
    United Kingdom2 years ago
  • Must-listen for CROs & Digital Analysts

    My favourite podcast on the topic, keep up the great work!

    Apple Podcasts
    5
    mmulvnz
    New Zealand3 years ago

Listeners Say

Key themes from listener reviews, highlighting what works and what could be improved about the show.

Thoughtful discussions on ethics and responsible experimentation.
Great blend of storytelling and data-driven tactics.
Entertaining yet deeply practical for practitioners.
High-quality CRO insights that are immediately actionable.

Chart Rankings

How this podcast ranks in the Apple Podcasts, Spotify and YouTube charts.

Talking Points

Recent interactions between the hosts and their guests.

How LLMs Change Your Website Strategy ft. Juliana Jackson
Q: How can a traditional brand approach this shift without risking neglecting core business models?
Filter strategies through the brand's business model, invest in defensible content, and maintain strong product storytelling on owned sites while monitoring how AI-driven discovery channels funnel into conversions.
How LLMs Change Your Website Strategy ft. Juliana Jackson
Q: What should brands do right now to adapt to shifting traffic and AI-enabled research?
Focus on high-quality, solution-oriented content that serves informational and transactional needs, conduct intent analysis, and optimize content for both human readers and AI agents; invest in traditional SEO as a backbone while exploring AEO and content expansion.
How LLMs Change Your Website Strategy ft. Juliana Jackson
Q: Should we trust LLMs given the potential for ads or paid influence in the model?
Trust should be built through a combination of verification, understanding the data inputs, and maintaining a critical mindset; ads may erode trust if they bias outputs, so brands should use LLMs as aides while validating results with human judgment.
How to Remove Emotion from Data Analysis ft. Gerda Thomas
Q: What role does empathy play in experimentation?
Empathy is framed as essential to avoid dark patterns and to ensure decisions benefit real users; it helps integrate human context into metrics and to maintain sustainable brands.
How to Remove Emotion from Data Analysis ft. Gerda Thomas
Q: How should teams handle emotions during a test lifecycle (pre-test, during, post-test)?
The hosts discuss championing ideas and building momentum pre-launch, staying measured during the test to avoid biased decisions, and turning losses into post-mortems focused on learnings and future improvements.

Audience Metrics

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Frequently Asked Questions About From A to B

What is From A to B about and what kind of topics does it cover?

The show centers on experimentation in digital marketing, with a strong emphasis on data storytelling, CRO, and building healthy team cultures around testing. Episodes frequently unpack practical tactics for turning insights into decisions, balancing rigor with human-centric communication, and exploring how AI, ethics, and tools shape modern growth programs. A notable strength is blending actionable casework with lively storytelling and diverse guest perspectives, from analytics leaders to CRO practitioners, while also weaving in playful, relatable analogies to keep complex topics accessible. This mix makes it a solid fit for listeners who want hands-on guidance on optimizing experiments, improving cross-functional collaboration, and stayin... more

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Which podcasts are similar to From A to B?

These podcasts share a similar audience with From A to B:

1. Experiment Nation: The Podcast
2. The Experimentation Edge
3. The Analytics Power Hour
4. Lenny's Podcast: Product | Career | Growth

How many episodes of From A to B are there?

From A to B launched 3 years ago and published 76 episodes to date. You can find more information about this podcast including rankings, audience demographics and engagement in our podcast database.

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What guests have appeared on From A to B?

Recent guests on From A to B include:

1. Gertrud Anirudhan
2. Mallory Randall
3. Josh Silverbauer
4. Jon Crowder
5. Jenni Broadway Bruckman
6. Jonas Alves
7. AJ Does No Wrong Long
8. Gerda Thomas

To view more recent guests and their details, simply upgrade your Rephonic account. You'll also get access to a typical guest profile to help you decide if the show is worth pitching.

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