In 2017, clients will pose new and challenging questions to their agencies, questions that only tools can answer. In that spirit, we asked the folks at Jumpshot, a San Francisco-based analytics firm, to deliver usable insights in the following SWMS exercise.
First there was "A/B testing," where a publisher would float two different headlines on their own site and go with the better one. That's still around, but nowadays it's all about "dark testing" on Facebook. TechCrunch does this, as do Refinery29, Fusion and many other titles that publish directly to the FB platform.