The Surprising Power of Online Experiments
In the fast-moving digital world, even experts have a hard time assessing new ideas. Case in point: At Bing a small headline change an employee proposed was deemed a low priority and shelved until one engineer decided to do a quick online controlled experiment—an A/B test—to try it out. The test showed that the change increased revenue by an astonishing 12%.
That experience illustrates why it's critical to adopt an 'experiment with everything' approach, say Ron Kohavi, the head of the Analysis and Experimentation team at Microsoft, and Stefan Thomke, an HBS professor.
In this article they describe:
Read More
By submitting this form you agree to Optimizely contacting you with marketing-related emails or by telephone. You may unsubscribe at any time. Optimizely web sites and communications are subject to their Privacy Notice.
By requesting this resource you agree to our terms of use. All data is protected by our Privacy Notice. If you have any further questions please email dataprotection@techpublishhub.com
Related Categories: Adaptation, B2B, Collaboration, Consumer Analytics, Cross Channel, Customer Analytics, Customer Data, Customer Relationship, Data Mining, Data-Driven Marketing, Digital Marketing, Display Advertising, Market Research, Marketing Analytics, Marketing Campaigns, Marketing Data, Marketing Innovation, Marketing Insights, Marketing Metrics, Marketing Strategy, Marketing Technology, Modern Marketing, Online Marketing, Peer Influence, Segmentation, Targeting, Technology
More resources from Optimizely
Building a Robust Experimentation Capability
Organizations like Microsoft, Amazon, and Google are turning to experimentation to relentlessly pursue high-performing digital products, campaigns,...
Creating a Culture of Experimentation
Organizations like Microsoft, Amazon, and Google are turning to experimentation to relentlessly pursue high-performing digital products, campaigns,...
Adopting an Experimentation Philosophy
How can companies maximize their investments and take full advantage of the resources they already have to achieve better performance?
Downlo...
