At the core of all great marketing teams is the ability to be agile and flexible generating a test-and-learn environment. After all, Marketing’s responsibility goes beyond reducing CAC and increasing brand awareness — it’s a department that informs the business about effective messaging and enhancing the customer experience driven by understanding the actions behind data-driven decision-making.
But setting up effective A/B tests isn’t easy, especially when you’re trying to deliver a clean test while juggling a sea of customer data and multiple testing variations.
This is where Census and LaunchDarkly come in.
Census’s Audience Hub is a powerful Data Activation platform powered by Reverse ETL that allows you to unleash the power of the data warehouse with an entire suite of audience activation features built specifically for marketers. LaunchDarkly, on the other hand, is a feature management platform that enables you to roll out and test new features with ease.
By combining the capabilities of Census and LaunchDarkly, you streamline your A/B test setup, making it more efficient and insightful.
Below are the ten key customer fields you’ll need to have available:
Why combine Census with LaunchDarkly? There are tons of loaded benefits, like:
And now that you know about the benefits (and have your customer fields in hand), here’s how to set up your A/B tests with Census and LaunchDarkly:
Once you've mastered the art of setting up A/B tests with Census and LaunchDarkly, you can there are even more possibilities for your marketing team.
For instance, you can leverage the data collected during A/B tests to build predictive models and optimize your targeting strategies further. Or you can use Census data activation to enhance personalization across various marketing channels, providing a seamless and tailored experience to your customers.
To explore more use cases and gain a deeper understanding of how Census and LaunchDarkly can empower your marketing efforts, check out our documentation and resources.