{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"The Experimentation Edge","title":"How Fin (formerly Intercom) went from weeks to hours of analysis using AI","html":"","width":"100%","height":180,"duration":1387,"description":"SummaryIn this episode of The Experimentation Edge, host Ashley Stirrup sits down with Raunak Kumar, senior manager of GTM analytics at Fin (formerly Intercom), to unpack how experimentation actually works when the data is messy and the traffic is thin. Drawing on nearly 12 years in marketing analytics across Atlassian, Stripe, and Fin, Raunak explains how AI tools like Claude Code have collapsed analysis from weeks to hours and freed his team to clear its experiment backlog, why declining organic search traffic and a 5x jump in untagged ChatGPT referrals are forcing teams to rethink attribution, and how the most valuable experiments are often the ones that \"lose.\" From a Jira Service Desk bundling test that won on trials but had to be rolled back, to a Stripe contact form that was quietly blocking real buyers, this conversation is a practical guide for product managers, engineers, data scientists, and growth marketers who want to learn more from every test they run.Chapters0:45 Welcome and what the show is about1:45 Raunak's role and 12 years in marketing analytics2:45 How AI and Claude Code changed the analyst's day4:15 LLMs, declining organic traffic, and the 5x ChatGPT jump5:15 Two kinds of experiments at Fin: on page and off page7:15 The Jira Service Desk bundling experiment10:45 Why the trial winner became a rollback11:45 Contextual onboarding turns the loser into a winner14:45 Reading an experiment that loses18:45 What's next: incrementality, connected TV, and testing creativeTakeawaysAI has collapsed marketing analysis from weeks to hours, and the real payoff is a cleared experiment backlog plus analysts who compete on the questions they ask, not the speed they query.Organic search traffic is declining as ChatGPT, Gemini's AI mode, and Claude answer buyers in place; Fin saw a 5x rise in ChatGPT referrals, but LLMs don't tag that traffic, so attribution has to be proven through experiments.A guardrail metric saved Atlassian from a costly mistake: bundling...","thumbnail_url":"https://img.transistorcdn.com/D9kLs0HSsqR4ttk_5ESEdC1jX-wmD76GK-OHmb3a9B8/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS80YTFk/MGU1MjJlODhlNjJh/MTdlZTZkN2Q1ODY5/OTdjYy5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}