Gartner Research

Use A/B and Multivariate Testing to Improve Marketing Programs

Published: 07 March 2018

ID: G00349570

Analyst(s): Martin Kihn , Jane-Anne Mennella


Digital marketers are not yet making the most of A/B and multivariate testing methods to deliver better experiences to customers and prospects. Marketing leaders in digital can use this research to understand proven ways to make their testing program more powerful.

Table Of Contents
  • Key Challenges


  • Multiarm and Contextual Bandits
  • A/B and Multivariate Testing
    • Tools for A/B and Multivariate Testing
    • Scrutinize Data


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

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