Thinking beyond A/B testing & Personalization
Thinking beyond A/B testing & Personalization
23 Pages1 The B2B Marketing executive’s Guide To Thinking beyond A/B testing & Personalization2 CONTENTS B2B v s B2C P er sonaliza tion p.4 B2B Playbook: Increasing Revenue p.7 Valuable Audiences p.10 U nified C ust omer P r o file p.15 P r edictiv e D ecisioning p.18 P r edictiv e will alw a y s bea t A/B testing p.20 P r edictiv e P er sonaliza tion O ut c omes p.213 THE BASICS: DEFINING VALUE BASED PERSONALIZATION T o begin, w e will de fine and iden tify the pr oblems tha t e xist with rules based per sonaliza tion pla tf orms. Q uite simply , the y ar e no t c en t er ed ar ound a ttributable v alue; the y pr omise per sonaliz ed e xperienc es, but do no t tie them t o outc omes. T he O p timiz ely de finition o f w ebsite per sonaliza tion is as f ollo w s:
