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The Forrester Wave™: Online Testing Platforms

By: Adobe
Adobe

Key Takeaways:

Online Testing is poised For a Major expansion beyond on-site experimentation:

Online testing programs must follow the ongoing evolution of digital marketing to support multiple channels such as social and mobile and to optimize the full customer experience.

Vendors are in Rapid development Mode to keep pace with growing User needs:

Online testing platform vendors are responding to expanding user requirements with support for multichannel testing, visitor profiling, advanced testing scenarios, and automation features.

Leaders provide Broad online Testing Functionality:

All of the evaluated online testing platform vendors offer foundational campaign management and testing features, but Leaders provide extensive data handling, reporting and analysis, and integration capabilities.


Tags : online testing platforms, multichannel marketing, customer experience management, customer experience, digital marketing


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Published:  Mar 11, 2013
Length:  12
Type:  White Paper