Season 2 · Episode 12
The Post-Test Drop-Off Dilemma: Why Wins Fade with Estelle Marasigan, Website and Creative Services Lead at Cognism
Marketing Dilemmas · Cognism
October 21, 202540m 5s
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Show Notes
Liam sits down with Estelle, Cognism’s Website & Creative Services Lead, to unpack a common dilemma: why “winning” A/B tests sometimes fade after rollout. They dig into a post-launch performance framework (7/30/60/90-day checks), how to control for seasonality and site changes, the role of sales/MarOps in attribution, and turning test insights into durable pipeline impact.