The overwhelming accessibility of data has empowered marketers to better understand user sentiment and behavior online. Current marketing testing best practices go as far as A/B test strategies, or perhaps even multivariate testing for larger sites. But in the next year, testing capabilities will expand in both breadth and depth, enabling marketers to test at a more individual level the entire way through the funnel. This personalized testing will unlock marketing efficiencies, and improve user experiences as they interact with a brand across channels.
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