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An illustration showing A/B testing, which provides evidence of what approaches are delivering

The test-and-learn approach in data & analytics: a beginner’s guide

The ability of an organisation to leverage data – either for singular marketing campaigns or wider business strategy – points to a degree of data maturity. It indicates that the process of becoming ‘data driven’ or undergoing ‘data transformation’ as part of a wider digital transformation programme – is underway. Engaging in testing and optimisation […]