Proving Brand Value in Uncertain Times: Look Beyond A/B Testing

May 12, 2020

Gordon Bell  |  Digital Testing and Optimization, Comcast

In uncertain times, agility is key. Sometimes the answer is clear, but often you want a quick test to confirm the right changes to roll out. While A/B testing is a valid tool, strategic multivariate testing offers the efficiency and flexibility to learn more, faster, and with greater impact. Tests often fall short of potential: coming too late in the planning process, testing small tweaks or broad brushstrokes, or using a “multivariate” approach that’s little more than duct-taped A/B tests or a one-size-fits-all automated option.