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When to Use Personalization vs. A/B Testing

MTC Insights for MARTECHCUBE When to Use Personalization vs. A / B Testing WWW.MARTECHCUBE.COM Personalization Personalization is talked about a lot Modern Marketers There is an expectation from users to deliver a tailored , hyper relevant experience that fulfills their needs quickly . teams shouldn't operate under the assumption that the more personalized an experience , the better . A / B Testing Regardless of running a personalization campaign or setting up an A / B test , teams should approach each as an experiment Each should frame an idea or hypothesis and set clear success criteria against metrics that matter to the business And yes , that means each starts with a problem statement . Example problem statements include : In detaill www.martechcube.com

When to Use Personalization vs. A/B Testing

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Personalization is talked about a lot. There is an expectation from users to deliver a tailored, hyper-relevant experience that fulfills their needs quickly. That may seem like a good brand aspirat... ion, however, teams shouldn’t operate under the assumption that the more personalized an experience, the better. Read more:- optimization personalization testing Understanding Personalization and A/B Tests: Similar Tools in the Optimization Tool Chest Let’s start by defining A/B testing, or “experimentation”. An experiment is defined as a procedure carried out under controlled conditions in order to discover an unknown effect. This definition can also be applied to experimenting on products and experiences. All experience optimization techniques are essentially experiments because they are all measured to inform further activity and changes needed to drive the intended action. Personalization is simply a type of experiment targeted at an individual or specific persona using existing insights about that individual or persona to drive an intended action. Both personalization and A/B testing support iterative approaches. Meaning, teams shouldn’t turn them on and walk away. They are most valuable when continually analyzed and honed. Using Personalization and A/B Tests Successfully: Start with a Problem Statement Regardless of running a personalization campaign or setting up an A/B test, teams should approach each as an experiment. Each should frame an idea or hypothesis and set clear success criteria against metrics that matter to the business Choosing What to Use: Personalization or A/B Test? If personalization and A/B tests are so similar, how do you know when to use one vs. the other? First, the process of turning problem statements into hypotheses can help provide an initial indication of whether personalization will be an effective tool to use vs. A/B tests. Analyzing the experiment setup and related variables can further indicate that a personalization campaign is the most effective technique to use. However, at the end of the day, running the personalization campaign in question and then measuring it is the best way to determine if it can drive the intended outcome, or if another technique such as an A/B test will be more effective. Check Out The New Martech Cube Podcast. For more such updates follow us on Google News Martech News

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