Luka Nikolić is a CRO analyst in the Danish iGaming company Better Collective where he is in charge of optimizing a number of the company's affiliate websites for higher conversions. In this episode, we talked about experimentation as a strategy as opposed to a tactic. Luka shares why it’s better to adopt a mindset of experimentation to make the right decisions and deliver value to customers.

Links in this episode:

• https://www.linkedin.com/in/lukanikolic/  
• https://www.linkedin.com/posts/rgdeboer_decision-making-at-netflix-activity-6851129157179576321-90yG
• https://hbr.org/2020/03/building-a-culture-of-experimentation
• https://medium.com/disney-streaming/how-we-scaled-experimentation-at-hulu-82d62a4779be
• https://medium.com/pinterest-engineering/demystifying-seo-with-experiments-a183b325cf4c

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