Test a lot and fast, with Björn Idrén of CDON

In this episode of Datadrivet, Joni Lindgren and Jasmin Yaya talk with Björn Idrén, CCO at CDON, whose earlier roles span Klarna, Voi, Soundtrack Your Brand, and Ericsson. The theme is testing a lot and testing fast, and Björn brings examples from across that career.

He says he runs into data-driven insights almost daily. His most significant one came at Voi, where analyzing where the app was being downloaded revealed one location with an unusually high conversion rate for new customers, a pattern that would have stayed hidden without the data.

The conversation turns to Klarna’s coffee corner. Björn’s analytics team positioned itself physically to democratize access to data, and the side effect was social: colleagues queued up to ask questions and ended up networking with each other in the process, so a setup meant to spread data also spread cross-functional collaboration.

Jasmin shares her own approach to the same problem, running insight days to communicate test results and data findings across teams so the learning does not stay locked in one place.

From there the hosts get into method: how much you need to build before a test can validate something, whether testing applies to everything or only some decisions, and how to weigh the effort of a test against the value of the insight it produces.

The takeaway: make data easy to reach, run tests quickly, and watch for the signals that only show up when you look.

Listen to the full episode of Datadrivet for the full conversation with Björn Idrén.