Gartner Research

Build a Test-and-Learn Culture to Improve Customer Experience and Marketing Outcomes

Published: 02 August 2017

ID: G00333896

Analyst(s): Jane-Anne Mennella


Successful companies know test-and-learn is more than a process. It's a philosophy embedded in the core of their culture. Marketing leaders can use this research to build a test-and-learn culture that enables their organization to deliver results faster, save on costs and be more effective.

Table Of Contents
  • Key Challenges



  • Align Allies, Overcome Objections
    • Identify Your Allies
    • Overcome Objections
  • Build a Dedicated Team
  • Establish Integrated Processes
  • Share Test Plan and Results

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.