Episode 51: A/B Testing and Personalization: An Interview with Adobe's Drew Burns
There\u2019s 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\u2019t efficiently leveraging or even understanding what A/B testing is. For instance, they mistake redirection \u2013 taking a population and introducing it into another experience to see how it affects conversion \u2013 for testing, which leaves them feeling like something is still missing. And it is. \xa0 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\u2019t viewing testing holistically \u2013 as one part of the marketing puzzle that also utilizes other capabilities such as analytics and targeting.\xa0 \xa0 So how does a marketer unlock the full potential of A/B testing? Adobe\u2019s 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\xa0discusses: How A/B testing has evolved from gut instinct to calculated riskHow an organization can create a \u2018testing culture\u2019 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.