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ABT – Always Be Testing: A Test-Driven Marketing Organization Is the Only Path to Success

Last year, Facebook made a groundbreaking decision to forego significant ad revenue in favor of accurate measurement. Instead of a “one-size-fits all approach,” the debut of its conversion lift measurement helps advertisers determine conversions versus clicks. At its core, this includes a “test” group who see ads and a “control” group (think of it as…

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