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