Gartner Research

Use A/B and Multivariate Testing to Improve Marketing Programs

Published: 01 September 2016

ID: G00310653

Analyst(s): Martin Kihn


Digital marketers are not yet making the most of A/B and multivariate testing methods to deliver better experiences to customers and prospects. Use this research to understand proven ways to make your testing program more powerful.

Table Of Contents
  • Key Challenges


  • Multiarm and Contextual Bandits
  • A/B and Multivariate Testing


  • Use a Scientific Method
  • Ensure Statistical Significance
  • Create a Process to Implement Changes

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