Sending the right message at the right time sounds like magic, but it’s easier than you think—as long as you have the right data. This year’s Long-Term Relationships (LTR) conference, held in New York City on October 29-30, 2019, explored how to combine technology with human empathy to create meaningful customer engagement strategies with experts from Viber Rakuten, Mammoth Media, Calendly, and NASCAR. One of the best ways to make sure a strategy is successful? A/B testing.
This session will cover:
- An overview of different A/B tests with real-world examples and results from the people who ran them
- How to create a meaningful and effective testing strategy
- What challenges to embrace and pitfalls to avoid when it comes to testing
Optimize Communications with a Data-Driven Approach
On Day 1 of LTR, Pat DeCola, Manager of Digital Editorial at Nascar, Noya Polliack, Director of CRM & Growth at Rakuten Viber, David Rostan, VP Marketing at Calendly, and Benoit Vatere, CEO and Founder of Mammoth Media, joined forces on stage to share what happens when marketers allow their data to do the driving. Together, they discussed what tests to run, how to choose variants by copy or send-times, and shared other valuable insights to help inform and strengthen audience member’s strategies.
The Right Testing Strategy
Every messaging campaign is composed of a series of decisions—the specific wording of a CTA, what time to send a push notification, whether to include an emoji in an email subject line, etc. Each decision influences the campaign’s success, making it crucial to know what will work before it launches to your broader audience. And since each audience is unique, the only way to know which specific tools and tactics will land is by testing, assessing the results, and iterating on the message.
No modern marketing strategy is complete without thoughtful testing tactics. To learn more about this year’s conference and how to make the most of your customer engagement efforts, visit the LTR 2019 content roundup.