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Resting Ad Face, Episode 3: A/B testing ain't got nothin' on multivariate
A/B testing alone doesn’t cut it anymore when it comes to ad creative. Even though it’s automated and typically executed in-market, A/B testing delivers the shallowest level of data available. It can tell you which of two or three ads was the higher performer — but never why. There’s got to be a better way! blows hair out of face, infomercial-style. In episode 3 of Resting Ad Face, Jess and Susan talk about: - the major downfalls of A/B testing - why brands today need a deeper level of creative insights - how a different kind of creative testing (spoiler alert: multivariate testing) can get you there.
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