For merchandisers and marketers, data, numbers, metrics and, ultimately, revenue is what drives everything. The variables you can test are endless, and it’s easy to get lost and focus only on numbers. But when Patagonia’s Vice President of Global E-commerce and Executive Creative Director Dmitri Siegel took the stage at last month’s Online Merchandising Workshop, he took a broader view. Siegel asked, what is it that you want to achieve as a brand.
“You should focus your testing in a...