Really, Brand Search Marketers Don't Test Campaigns?

The new buzz word for 2013: experimentation. Google, Bing and Yahoo execs spoke about the importance of experimenting as search changes during the panel with the three engines where Rick Ducey, Managing Director at BIA/Kelsey dug into KPIs, markets, consumers and testing. During the panel on multi-channel experimentation, James Green, CEO at Magnetic, asked MediaPost Search Insider Summit attendees how often they test campaigns. When he asked the room if they test at least once a month, only two people raised their hand. Really? How often do you test campaigns?

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