Skip to content

Is Your A/B Testing an Anchor or an Engine?

Michael Bagalman  (Professor of Practice, University of Oklahoma)

Location: Room 150B

Date: Thursday, September 28

Time: 9:25 am - 10:05 am

Pass Type: Digital Pass, All Access Pass, Main Conference

Conference Theme: Marketing Analytics

Session Type: Session

Track: Driving Growth

Vault Recording: TBD

Audience Level: Intermediate

A/B testing should make your marketing work harder, but sometimes A/B testing is just harder work. What are the causes when A/B testing gets an F? In my experience, there are three top culprits at work: testing the wrong things, measuring with the wrong metrics, and misunderstanding the details of the audience. Join us for a riveting explanation of what often goes wrong and how to turn your testing into A+/B+ testing!


  • Test more like an R&D project
  • Pick the best metric to match the need
  • Understand how A and B can both be useful/winners