[Main Stage Keynote] “Fail Fast:” Using Experimentation to Drive Better Content Experiences, Faster

Did you know that 65% of marketers can’t quantitatively show the impact of their marketing? It's not uncommon to rely on guesswork in your marketing: You think you know what topics resonate best with your audience, but you don’t know for sure. You have some ideas for improving the customer experience, but you’re not sure what would be most effective. Testing your ideas can help you get the data you need to confidently make decisions about what content to create next, and demonstrate the impact of your work. But how do you know where to begin? This session will reveal how to set experiment-level goals for your content that impact key business outcomes, experimentation best practices, and how to foster a culture of experimentation so you can find and deliver the right content experiences, faster.