The art of A/B: Driving creative performance through testing and learning

(Flickr/Tom Woodward)

Less than a decade ago, brands were limited to print, radio and TV to connect with target markets, relying on tools like Nielsen to determine reach and demographic fit. Yet there was no good way to know which channels and messages drove the bottom line. Nowadays there are more tools and technologies available to marketers than ever before, so it’s crucial to embrace A/B testing and ensure the creative is just as effective as the marketing technology.

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