How Data Can Bridge Retail's Digital Divide
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5. Remember usability. "User testing" might sound archaic in the age of custom creative and real-time campaign optimization, but marketers who let it slide are missing a huge opportunity to optimize their work. Testing the impact of your creative with the very customers you've designed it for — e.g., the young crafter, the media-savvy mom — can put your work in context and give life to the audience you think you know so well by their data points. Findings from brand surveys, usability studies and user testing are likely to surprise you.
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