Glossary

A/B testing A/B testing or split testing compares the effectiveness of two versions of a Web page, marketing e-mail, or the like, to discover which has better response rate or better sales conversion rate. A classic direct-mail tactic, this method has been recently adopted within the interactive space to test tactics such as banner ads, e-mails, landing pages, or even entire websites.

Adobe Adobe Systems Incorporated image (NASDAQ: ADBE) is an American multinational computer software company headquartered in San Jose, California. The company has historically focused on the creation of multimedia and creativity software products, with a more recent foray toward digital marketing solutions.

Agile management Agile management or Agile project management is an iterative method of determining requirements for engineering and IT development projects in a highly flexible and interactive manner, such as Agile software development. It requires empowered individuals from the relevant business, with supplier and customer input. There are also links to learn techniques, Kanban, and six sigma. Agile techniques are best used in small-scale projects or on elements of a wider program of work or on projects that are too complex for the customer to understand and specify before testing prototypes.

Agile Manifesto In February 2001, 17 software developers met at the Snowbird, Utah, skiresort to discuss ...

Get Converge: Transforming Business at the Intersection of Marketing and Technology now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.