Experimentation is a must-have discipline for today’s marketing leaders, resulting in a stronger digital experience informed by data. The most powerful experimentation programs start with compelling stories.
At the end of this session, you’ll be able to:
- Understand the impact of experimentation and why the right testing story is critical
- Identify the plot of the story through quantitative research, qualitative research and behavioral science
- Challenge lasting assumptions to uncover plot twists
- Trade traditional reporting for more effective narrative techniques