SOLUTION SOLUTION Iron Mountain’s solution to the challenge of real-time marketing was to broadly embrace testing and controlled experimentation as the new “operating system” of marketing. First, a dedicated resource was put in charge of all optimization. Tom thought, “Why not put a dedicated person in charge of optimization for all our web properties? Let’s nd out what kind of return we can get on this investment.” A few optimization projects had proven successful, so he was willing to take a risk in exchange for the possibility of an even bigger reward. Then, in addition to ion, he put two additional technologies in place to help increase the performance of Iron Mountain’s testing—Optimizely for website testing and Demandbase for real-time targeting and personalization. Iron Mountain io

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