For Customer Intelligence Professionals

Primary Analyst Photo	Document Information	Rate this Document
	August 10, 2010 Organizing For Site Optimization by Joe Stanhope with Suresh Vittal, Michael J. Grant	Average: 9  (2 ratings)

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Executive 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.

Keywords

• online testing
• site optimization
• web analytics
• organization
• staffing

This is an excerpt

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