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For Customer Insights Professionals

Elevate Your Online Testing Program With A Continuous Optimization Approach

Benchmarks: The Digital Intelligence Playbook

February 15, 2018

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This is the Benchmarks report in The Digital Intelligence Playbook For 2020.

Why Read This Report

Online testing approaches are the core of a continuous optimization strategy to deliver the best possible customer experiences by iteratively improving customer interactions. This report assesses the state of online testing and calls on customer insights (CI) professionals to boost the strategic value that their practices can deliver using the four continuous optimization dimensions. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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Table of Contents

  • Lack Of Leadership Support Is Holding Online Testing Back
  • Align Online Testing With Four Continuous Optimization Dimensions
  • Elevate Testing By Achieving Continuous Optimization Objectives
  • Recommendations

  • Make Online Testing A Competitive Imperative
  • Supplemental Material
  • Related Research Documents

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