6 Reasons to Switch from A/B Testing to Always-On Experimentation
Experimentation is the tool of choice when trying to learn about outcomes of actions that cannot be calculated or forecasted.
In digital marketing the most obvious use cases for experimentation are: 1) exploring new channels or trends, like new social media platforms, publishers or formats; 2) optimising campaigns by gaining a better understanding of which combinations of campaign elements, personalisation, and audiences work best; 3) testing new products, strategies, business models, or pricing strategies with smaller audiences before rolling them out […]
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