Harvard Business Review

AUGUST 21, 2012

They're not only advertising and creating their own social sites, they're engaging with consumers, listening in on unfiltered conversations, and soaking up huge amounts of data on consumer behavior — all of which is producing nifty new insights for fine-tuning product requirements and marketing messages.

Media 18

Media Workflows A/B Testing B2B 18

Harvard Business Review

SEPTEMBER 17, 2014

At Conde Nast Entertainment, my team is also organized by function across social media, paid advertising, earned/owned media, insights/analytics, and audience development. Email marketing templates should not be altered for design reasons without a/b testing the impact of the change on click-through rates.

Marketing 11

Marketing Advertising A/B Testing Engineering 11

Harvard Business Review

JULY 17, 2013

These newsroom tactics complement typical display advertising, which now has the job of retargeting the user with promotional messaging several sites after the prospect enjoyed the newsroom-style branded engagement. Of course, there are several platform options marketers can choose to take advantage of this trend in native advertising.

Marketing 13

Marketing A/B Testing Assets Advertising 13

Harvard Business Review

OCTOBER 22, 2015

and b) is it a fit for my brand? The next step is running an A/B test for the new audience segment. Instant and ongoing feedback on products and trends, better advertising effectiveness, and better targeting are all some of its benefits.

A/B Testing 11

A/B Testing Media Marketing Advertising 11

Harvard Business Review

DECEMBER 9, 2015

For brands to seduce the Millennial consumer, they’ll need to differentiate themselves from the traditional advertising methods around banner ads and pre-rolls that I’ve found Millennials typically ignore. This isn’t groundbreaking thinking. Buzzfeed has found success on this first attribute: being social.

Marketing 13

Marketing A/B Testing Advertising Scaling 13

Harvard Business Review

NOVEMBER 3, 2014

Over a century ago retail and advertising pioneer John Wanamaker said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” Optimzely lets you run A/B tests on landing pages and other website elements. With Unbounce you can create and A/B test landing pages.

Marketing 8

Marketing A/B Testing B2B Advertising 8

Harvard Business Review

NOVEMBER 23, 2018

Consider the case of an online advertising and software company serving car dealers. AI-supported A/B testing in fast cycles can determine best price points at a SKU level to achieve margin and volume goals. After a series of acquisitions, the company’s sales force was underperforming. Iterative machine learning.

Sales 14

Sales Sales B2B Accounts 14

Harvard Business Review

APRIL 30, 2013

Data visualizations are not art, they''re advertisements. We A/B test new product features. We test our content, including data visualizations. There have been plenty of times when it has hit the cutting room floor, even if the insights were technically valuable (they would save us money or acquire members).

A/B Testing 10

A/B Testing Scaling Advertising 10

Harvard Business Review

MAY 7, 2018

“This could be through testing new ideas to launching campaigns and experiences through rigorous A/B testing frameworks and using data to decide how you proceed.” Trust, Transparency and Value-How Google Is Working to Improve Online Advertising for Everyone. Making Consumer Connections.

A/B Testing 8

A/B Testing Digital Transformation Marketing Advertising 8

Harvard Business Review

MARCH 8, 2018

Consider Walmart’s latest advertising campaign in which customers gleefully place orders online and through its app, selecting to receive smart-looking blue boxes on their doorsteps or seamlessly pick up their orders at the closest store. Fanatic Studio/Getty Images.

Staffing 8

Staffing A/B Testing Rollout Hospitality 8

Harvard Business Review

JULY 29, 2014

In a recent conversation with a group of managers, I was told, “We don’t run experiments; we run A/B tests” — so named because customers are tested on their preferences for option A or B. People fear that corporations have free rein to test whatever mad idea strikes them. Which advertisements work?

A/B Testing 8

A/B Testing Advertising Recruitment Media 8

Andrew Chen

NOVEMBER 1, 2018

Of course, as an investor you can’t run A/B tests or analyze results directly, but you can form hypotheses, ideate, and apply the same type of thinking. Or perhaps you can assume there’s no engineering help, and it’s just a matter of adding a few new advertising channels. This is your forecast.

Metrics 111

Metrics Scaling Marketing Accounts 111

Andrew Chen

SEPTEMBER 4, 2018

And you can start to draw conclusions, sort of a natural A/B test in order to do that. Sonal: It’s like counting impressions and being able to sell that to advertisers. Their goal is to get you to their advertisers as fast as they can. As you’re growing more and more new customers, a bunch of things happen.

Marketing 75

Marketing Metrics Retention eCommerce 75

Harvard Business Review

JUNE 13, 2013

For this research, the site ran a randomized controlled trial, also called a "field experiment" or "A/B test", where they randomly showed consumers either a generic retargeted ad or a dynamic retargeted ad. In this instance, the travel site recorded all advertising exposures across the web, whether consumers were retargeted or not.

Advertising 10

Advertising A/B Testing Travel Marketing 10

Harvard Business Review

AUGUST 11, 2014

Advertisers are clearly pleased:Overall spending on native social ads will nearly triple from $1.6 Granted, this is a small chunk of the $121 billion to be spent on Internet advertising this year. Twitter allows advertisers to drill down based on region, gender, device, and literally hundreds of different interest categories.

Advertising 13

Advertising Media A/B Testing Marketing 13

Harvard Business Review

MARCH 2, 2016

A digital company will A/B test its web page, display ad, or online catalogue in real time. Every interaction is a test of a bigger/smaller font, a higher/lower price, friendly/formal language, and so on. After all, digital corporations will necessarily carry out corporate code better than their predecessors.

Assets 8

Assets Balance Sheet Operations A/B Testing 8

Andrew Chen

NOVEMBER 13, 2018

There’s a long laundry list of skills that are critical, but not often considered core to the product: adtech integrations, signup funnel A/B testing, optimizing notification delivery, testing price points, testing cohort curves, etc. Yes, occasionally there are people who know all of it – but they are rare!

A/B Testing 110

A/B Testing Engineering User Experience Marketing 110