Learning the Fundamentals of A/B & Multivariate Testing

October 23, 2017 Jack Vawdrey

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BalanceconceptOptimization through A/B & multivariate testing is paramount in today’s results-oriented, data-driven business environment. However, analysts, marketers and other optimization professionals may not always feel fully equipped to take advantage of their testing tools and the resulting data.

But digital professionals shouldn’t get too discouraged for being a little lost sometimes when it comes to their testing plans and strategies. The truth of the matter is that there is a lot of data requiring mathematical modeling and manipulation to surface the most valuable insights. Not a walk around the park.

Still, while it’s not exactly necessary for digital professionals to be mathematical geniuses, understanding how to test, what to test and how to interpret test results have become must-have skills for marketing and analytics professionals everywhere.

The ability to gather and interpret data is important because 1) companies have constant streams of data to be analyzed, and 2) behavioral data can provide valuable consumer insights as well as significant boosts to a company’s bottom line. Optimization pros play an important role in the process, and should constantly be working to improve their testing skills.

Most digital professionals will agree with Daryl Acumen’s recent claim, “If you can’t measure it, then it doesn’t exist!” However, with robust A/B testing tools like Adobe Target available on the market, you can measure just about anything digital. Technology isn’t the problem—the problem is knowing the proper testing strategy, statistical methods and analytical processes to extract insight.

At the upcoming Analytics Summit on November 9, 2017, Daryl Acumen,   Manager of Journey Strategy & Adoption at Adobe Analytics, will be presenting “Fundamentals of A/B & Multivariate Testing.” He will offer an introduction to the basics of A/B & multivariate testing aimed at clarifying the importance of data testing in terms easily understood by industry professionals at all skill levels.

Register for the 2017 Analytics Summit to hear Acumen and 26 other data-driven and esteemed presenters’ insights on best practices, technology, techniques, and trends.

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Daryl Acumen A picture of Daryl Acumen

About the Author

Jack Vawdrey

A former student and present enthusiast of the humanities, Jack Vawdrey uses his love of language to explore the role of marketing and analytics technology in business. Jack joined the ObservePoint marketing team in August 2016 and serves as Managing Editor. Adamant about automation, Jack writes to educate the analytics and marketing community about the role of tag auditing and data governance in the enterprise.

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