Great testing is a combination of human psychology, social considerations, current events, environmental factors, economics, politics, technology trends, fashion and other external factors that can influence consumer attitudes and motivations. In many cases it’s a moving target, as the outcome of a test today may differ from that same test done a few months ago or a few months from now.

Therefore, a proper testing strategy is best positioned as a continuum of optimization and adaptation for improving response and results over time. Furthermore, testing provides much more than optimizing a single campaign – it provides valuable insights that can and should in uence all other aspects of marketing functions such as website design, offer/promotion selection, social marketing, and ad content or targeting. In the digital world of consumers shifting and engaging across time, place, device and channel, marketers need an intelligent and scalable testing foundation to drive sustainable growth and success.

In this document, we’ll explore the past and future of testing, how technological advances are enabling marketers with new tools, and actionable tactics for scalable optimization.

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