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The optimization industry has transformed over the past decade.

Today, leading companies understand that experimentation is much bigger than A/B split testing on a landing page.

The C-Suite at organizations like Amazon, Netflix, Google, Walmart, and Microsoft are leveraging experimentation as a foundational growth strategy, testing across the customer journey. And other companies are rapidly following suit to avoid becoming obsolete.

But what actually characterizes the organizations that are more successful at experimentation? What are they doing differently? What are they doing better? What are they most focused on?

We set out to attach data to assumptions about “experimentation maturity” with a comprehensive research report.

Together, with our partners at Optimizely, we surveyed marketers, product managers, and growth strategists at some of North America’s leading brands like Nike, United Airlines, Showtime, American Express, Hotwire.com, MailChimp and many more.

We wanted to know:

  • What are the elements of a mature experimentation program?
  • What is the ideal approach for experimentation success?
  • What is the experimentation status quo among more mature brands?

And the findings are eye-opening. In this blog post, you’ll find an overview of 6 key findings from the “State of Experimentation Maturity 2018” research report. And an analysis of the impact of these key insights for organizations that are looking to scale their experimentation programs.