Live From MarketingSherpa Summit 2016: Humana on the power of iterative testing

Tweet Editor’s note: I would like to extend a heartfelt apology to those of you who experienced difficulties streaming portions of today’s special live Web clinic. We’re working to identify the problem, determine why it effected some of you but not others and prevent it from happening again in the future. In the meantime, the video replay is now available! This is Ken Bowen, reporting live from the Bellagio hotel in beautiful Las Vegas for MarketingSherpa Summit 2016. For over a decade, Email Summit has been one of the most exciting weeks of the year for email marketing practitioners. This year, just when you think you’ve got it all figured out, we’ve gone and changed the rules. Instead of just email, we’ve expanded our focus to also include content marketing, social media, mobile and data. As Managing Editor of MarketingExperiments, MarketingSherpa’s sister site, I’ve had the privilege of working closely with all nine presenters on the Digital & Data track over the last several months. These marketing leaders are on the bleeding edge of disciplines like behavioral economics, account based-marketing, audience and demand generation, individualized marketing, customer satisfaction quantification and even data-driven direct mail. It’s been a wild couple of months leading up to the event — full of late nights at the office, jamming brainstorming sessions into every break and those crazy evenings where you shoot out of bed at 3:00 a.m. with the perfect slide idea. The exclamation point came yesterday, when a modest flight from our home base…
Source: Marketing Experiments
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