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MarTech Interviews

Dedicated interviews with sales, marketing, and business authors, speakers, technology leaders and sales and marketing executives. We discuss the technology enabling online marketing, search engine optimization, pay per click, inbound marketing, mobile marketing, sales enablement, conversion optimization, analytics, email marketing and social media marketing strategies.
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Now displaying: May, 2015
May 22, 2015

There’s been talk that A/B testing is dead, that this function is problematic and no longer effective for digital marketing. The reality is most marketers aren’t efficiently leveraging or even understanding what A/B testing is. For instance, they mistake redirection – taking a population and introducing it into another experience to see how it affects conversion – for testing, which leaves them feeling like something is still missing. And it is.   A/B testing is most valuable when it complements discovery mechanisms, such as multivariate testing and automated personalization, to vet a hypothesis first and then use A/B testing to assess it. The issue is that marketers simply aren’t viewing testing holistically – as one part of the marketing puzzle that also utilizes other capabilities such as analytics and targeting.    So how does a marketer unlock the full potential of A/B testing? Adobe’s A/B testing expert, Drew Burns, is on the show to discuss how this process works as well as provide real-world use-case examples. He also discusses: How A/B testing has evolved from gut instinct to calculated riskHow an organization can create a ‘testing culture’ that encourages collaboration between marketers and creativesThe new challenges of A/B testing today such as identifying different variations of creative assets to test, or how a team should be organized in their testing process.

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