26994Re: Why does A/B testing work?
- Nov 8, 2010Hello Craig--
Just to distill items I have observed in practice. . .
A/B "works" when it demonstrates divergent results from different
creative; and when the organization can do something about it.
Automated trial and error, really--with follow-up and iteration required
That said, in the responses I have noted a lack of concentration on the
source of creative, or the notion of "quality". All of which is fine and
adheres to a favorite quote I've heard from Thorogood Partners:
"Creative without conversion is worth zero."
But creative shops are still playing such large roles in decisionmaking.
What is their role in a marketing world ruled by quantitative
testing--where the "creative genius" is not only second-guessed but
Are the creative departments of digital agencies wandering in a thicket
or do they still drive value?
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