Digital marketers seeking to pursue the ancient direct mail art of A/B testing have a new tool: Amplitude Experiment.
The system leverages customer behavior and product analytics to help brands deliver relevant experiences for key segments, the firm says.
Brands can use it “whether they’re digital native or embarking on their digital transformation journey,” states Justin Bauer, senior vice president product, Amplitude.
The goal is to “make bigger and smarter bets that drive stronger business results,” Bauer adds.
The company says existing A/B testing tools are disconnected from customer behavior, making it difficult to scale experimentation and rapid learning.
While it has been around for decades, A/B testing has been used for small features.
The new product works with existing tools Amplitude Analytics and Amplitude Recommend.