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A/B testing has definitely gained momentum; you see it, literally, everywhere, with digital products we all use on a daily basis. Think of Zalando, Booking.com, trivago, Netflix, Amazon, LinkedIn, Facebook and many more.

Whether you are in e-commerce, desiring to boost successful checkouts or your average order value; in media, aiming to increase readership; or a travel company, heavily focused on inflating bookings; you have valid reasons to test on all the following: homepage promotions, navigation elements, checkout funnel components, email sign-up modals, recommended content and social sharing buttons, as well as search results pages.

“If you aren’t testing, you…


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It is becoming more and more apparent that we are shifting our focus from traditional to digital in order to effectively grapple with the IT and internet world. In the current landscape, how are you going to rise, capture attention and speak to your customer’s heart?

It is essential to continuously keep up with the emerging trends and adapt to the ever-changing paths that shape the 2020 hatch of customers.

Marketing mix: from 4Ps to 4Cs

Depending on when you dove deeper into the exciting world of marketing, you were either introduced to the marketing mix of 4Ps or the extension of that to 7Ps, which…


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Image: Austin Distel @Unsplash

Product management has undergone significant evolution, with a series of methodologies, tactics and best practices becoming widely embraced, including iterative experimentation, data-driven decision-making and near-constant collection of customer feedback.

Product management has come a long way in the past century: From the 1930s, with Neil H. McElroy at Procter & Gamble and his memo on the need to hire more people; to the 1940s, with Hewlett-Packard setting it as a stand-alone profession; to the 1980s, with the Intuit founders bringing it into software companies; to the 1990s, with Microsoft realizing the need for a role to fill in the gaps…


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Image from Pexels by Marcus Herzberg

This article is going to be a little different than the previous ones. The focus is more about sharing with you my personal story than writing about a specific topic around Product Management.

I actually did not see it coming so soon, me getting into the HoRECa industry (again!), even though it never really got out of my system.

The irony to this story is that as a child I remember waiting outside of MAKRO while my parents were shopping for our restaurant, since you were not allowed to enter unless you were over 18.

It feels like I made…


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Market research is the process by which product managers accumulate and interpret information about market drivers, products or services to be offered, and about customer needs.

To enable decision making, it is crucial to conduct research and maintain in-depth understanding of your competition and the industry as a whole, as well as the attributes, spending habits and existing pains of your target market.

“If we knew what were doing, it wouldn’t be called research.” — Albert Einstein

Very often, I find myself getting caught up in this game in my day-to-day routine. I come across products and think either: “Wow…


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Image by Tranmautritam @pexels

Marketing is continuously evolving and even though some tactics will always be labelled as old time classics, there are also some pioneering trends that come to shake up what we thought we knew which in the end can make a difference in your digital strategy.

A digital strategy is the blueprint of how you plan on executing your online tactics.

In this article, I will outline eight of the best practices and emerging trends that you should no longer ignore if you are eager to shape a promising digital strategy.

1. Search Engine Optimization

Buying new visitors may work for some time, but let’s…


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Ideation is the composition of ideas or concepts. So what would you label as an idea then? An idea can be interpreted as a spark of light, revealing a new course of action. Fresh ideas are the heart of innovation and advancement. Without them, you are basically dead, you just don’t know it yet.

There is one thing stronger than all the armies in the world, and that is an idea whose time has come – Victor Hugo

In this article I will elaborate on what lies beneath the world of product ideation. I will cover the main ideation steps…


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Photo by Franki Chamaki @unsplash

Product Differentiation Defined

Edward Chamberlin originally coined this concept in The Theory of Monopolistic Competition. Simply put, it refers to the introduction of unique, original aspects or features to a product which establish its unique selling proposition (USP).

The distinctness we can expect to see can be something concrete, such as speed or a perception of ephemeral quality, or it could be something like being perceived as a cooler brand than your competition.

Product differentiation serves as a catalyst in a consumer’s purchase decision-making process, setting one product apart from the rest.

Why is Differentiation Vital?

Well bluntly stated, because it’s a necessary prerequisite for your product’s…


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Having been part of trivago for 5 years and watching the company grow from 150 people to over 1,000, I can proudly say I have been blessed enough to experience a company that truly embodies its culture and the values they have in place.


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If you’re a Product Manager or somehow involved with Product teams, you are well aware of how crucial the importance of making decisions is throughout the entire product development journey. This can span from which project/feature you will put focus on in the next quarter, which design will be tested first, what are the core features that will be part of the MVP etc.

67.1% of the decision makers hold a product role, and 82.6% of decisions that take place at least once per month are of product nature.

With decision making sitting in the front row in your daily…

Christina Gkofa

PM in the tech industry since 2014 (Metro Markets, StepStone,trivago). Passions: Product Management, UX, retention. Cuisine explorer, wine enthusiast, pug lover

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