Digital marketing tools, tips and analysis

I attended (and spoke) at the Optimization Summit put on by Optimost in San Francisco this week. After sitting through the presentations and talking to folks who attended, I came away believing that testing tools and techniques are getting better, but still not hitting the prime time. Ann Holland (Marketing Sherpa) gave a great presentation on survey results around testing roadblocks and the reality is that people like the idea of testing and want to test but are highly resource constrained. Marketing, creative, IT, etc. are all overloaded with things to do and try so that makes starting up a testing program difficult. In addition, the knowledge on what and how to test is still way behind where I thought it would be by now.

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