Hey everyone, Christos from Intelligems here. Been on the team for a little under 2 years now. Started out in customer support, then moved to customer success, and now on the new business front. If you work with Intelligems, decent chance we've worked together at some point in some capacity! Excited to be here and to share how I see some of the biggest brands in Ecommerce are leveraging experimentation to grow their businesses.

What's up G.E.M. community? Thanks @Alex McEachern for the invite. I'm Brandon Maskell, founder of commerceRev which is a CRO and retention marketing consulting practice. I spent 15+ years on the brand side and branched out on my own at the beginning of last year. A few of my clients are proud Intelligems customers including REEF and Carve Designs. I've been in CRO space for about 7 years now since running the optimization program at TaylorMade Golf and overseeing the function at businesses since then. I worked on Optimizely and VWO while working with brands on Salesforce Commerce Cloud and now have transitioned to mostly Intelligems with the retail community flooding to Shopify. On the consumer research side I've worked across tons of tools including Hotjar, Lucky Orange, Auryc, Quantum Metric, Heatmap.com, Usertesting.com and now Clarity (because it's free 😀 and brands like that). I can say without a doubt that Intelligems has the best team and support of any tech tool I've ever worked with. Fun fact about me: I just recorded my first appearance on Intellijams with @Alex McEachern 10 min ago. Other than that I'm a dad of two young girls, life long SoCal guy living in Carlsbad and big sports fan including soccer (Man United), golf, football and basketball (Lakers). Looking forward to interacting with and learning from other practitioners in this space.

Timeless lessons in this academy. Victor really touched on a reality that most CRO “gurus” on X and LinkedIn conveniently avoid. We’ve all seen the posts: “We added X and unlocked $300k in yearly profit!” The implication is simple: rollout the winner, keep it that way, and collect the gains forever. In reality, it doesn’t work like that. There’s a brand I’ve been working with for almost two years now. We had clear wins in early 2024. But as the brand scaled and ad spend more than tripled, something important changed: the customer cohort evolved. The people buying today aren’t the same people who were buying 18 months ago. Following Victor’s advice, I went back and re-tested some of those “all-time winners.” The result? Some segments improved, but others completely tanked. The data had flipped. That’s the part most people don’t talk about. Testing isn’t “do it once and forget it.” It’s a continuous cycle: test → roll out → monitor → re-test → adapt. The brands that keep winning aren’t the ones chasing permanent wins.They’re the ones who accept that markets move, customers change, and experimentation has to evolve with them. That mindset alone makes this academy worth going through.