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. trillion annually.

Media 18

Media Workflows A/B Testing B2B 18

Harvard Business Review

SEPTEMBER 17, 2014

Many marketing organizations are still operating like it’s the 1990s — or even earlier. At Conde Nast Entertainment, my team is also organized by function across social media, paid advertising, earned/owned media, insights/analytics, and audience development. Advertising Marketing Online marketing'

Marketing 11

Marketing Advertising A/B Testing Engineering 11

Harvard Business Review

NOVEMBER 23, 2018

Consider the case of an online advertising and software company serving car dealers. Commercial operations groups tend to be early targets for cuts in a recession. AI-supported A/B testing in fast cycles can determine best price points at a SKU level to achieve margin and volume goals. Iterative machine learning.

Sales 14

Sales Sales B2B Accounts 14

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

One of the reasons I’ve been excited about being a professional investor is the ability to apply my skills as an operator. 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. 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. If you have the organization it’s the operating system for the organization; you have a very different curve. Sonal: It’s like counting impressions and being able to sell that to advertisers. Jeff: They’ve failed.

Marketing 75

Marketing Metrics Retention eCommerce 75