Encyclopaedia Britannica Moves to the Head of the Class with Omniture Test&Target

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Case Summary

Encyclopaedia Britannica's marketing team had historically been reliant on a testing consultant and its internal technology department to implement any A/B tests, which it was not able to execute quickly. Its in-house manual testing tool was time-intensive and cumbersome-and working with another testing partner resulted in long delays and loss of control.

The company selected Omniture Test&Target for multivariate testing and to optimize landing pages for referred traffic from several partner sites.

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