A successful experimentation culture.

Experimentation and constant invention are playing an increasingly critical role in creating more engaging customer experiences that can transform businesses and allow them to unlock their digital potential. As Sky’s Head of Digital Transformation, Abdul Mullick, said: “The differentiator for us is ensuring that we experiment our way to a better customer experience.” Similarly, most other digital giants, including Amazon, claim the key source of their continued success is a thriving experimentation culture that empowers marketers to build ever more engaging and personalized customer experiences. However, recent Optimizely research shows that not all marketers are embracing a culture of experimentation. Only 39% say their teams are progressive and try out new ideas, and almost a quarter went as far as to say their digital marketing approach is stuck in the past.

By Shafqat Islam, Chief Marketing Officer, Optimizely.