Organizing For Site Optimization

August 10th, 2010

With contributors:

Suresh Vittal , Michael J. Grant

Summary

Incorporating testing into marketing and customer experience management programs is crucial because consumer behaviors change continually and vary by a multitude of dimensions that are nearly impossible to divine by intuition. Fortunately, it's not necessary to guess. Online testing can drive pertinent offers and a relevant customer experience for customers and prospects. But for most marketers, testing involves skills and resources that are at a premium. Successful testing organizations embrace planning and process management and establish a dedicated team with the right mix of skills under an optimal organizational structure.

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