ContributionsMost RecentMost LikesSolutionsRe: Welcome to the Test and Learn AMA! great questionvbaliga! Some of the features that lead to the most effective testing: Experiment Path Step in Canvas: Winning Path This is similar to a winning variant, but for path-level testing. This tool automatically places customers into the winning customer journey path after a test is complete. This way, not a moment is lost in terms of connecting to customers and driving revenue. Winning Variant The classic optimization choice for a standard A/B/n test. Once the initial test is complete, remaining customers automatically receive the variant that won the test. Personalized Variant Instead of sending remaining customers the overall winning variant, this tool sends the message variant most likely to engage each individual customer. Think 1:1 at the scale of 1:many. Intelligent Selection Automatically and continuously adjust the percentage of customers receiving the best-performing journey variant over time to maximize journey performance. Re: question on different testing types in Braze for Test and Learn AMA A/B Testing: In A/B testing, you are testing just one variable within your campaign— things like email subject lines or the time a message is sent—to see which one performs better. This involves randomly dividing your audience into two or more groups and presenting each group with a different variation of the asset being tested Multivariate Testing: Multivariate testing allows you to test multiple variables at once to determine the most effective combination. For example, you could test the subject line of your email message, plus the image that accompanies your text, plus the color of the CTA button. This type of testing can be more time-consuming and complex to set up than A/B testing, but it can provide more detailed insights into which elements of your marketing campaigns are driving the best results. Re: Question #2 on testing for BlaBlaCar - Test and Learn AMA Braze does have tools for reporting and attribution, but in my experience many enterprise customers do get deeper analytics with the use of Currents and Snowflake. There are some specific engagement metrics accessible via currents that are not accessible via engagement reports in Braze. ToGuendalina's point, it's really common for customers to use visualization tools like Tableau using currents data. Re: Question on testing for BlaBlaCar - Test and Learn AMA Arsothere's a case study that outlined this use case if you're interested! Re: Welcome to the Test and Learn AMA! Definitely agree withGuendalinaon this. Testing over a longer period of time will help make more reliable results to ensure that you're analysis is as accurate as possible. And to her second point, your customers are always changing how they engage - stay in front of it by having a continuous testing mindset! Re: Welcome to the Test and Learn AMA! Hiashley_rosengreat question - you should consider the following: 1) Determine what to test Examples: Subject lines, Personalization, Copy, Timing, Channels 2) Set a hypothesis Make a clear hypothesis about what you’re testing. Example hypothesis: The use of emojis will have a higher open rate 3) Be mindful of statistical significance Use the analytics - be sure to evaluate the significance of the uplift 4) Be thoughtful about the timing of your test Consider testing over longer periods of time to increase reliability 5) Use control groups Control groups are essential in testing a hypothesis and setting a benchmark for engagement to compare marketing efforts Re: Welcome to the Test and Learn AMA! HiArsothanks for asking! I can jump in from the Braze perspective. It depends on the use case, but in general: Ad-hoc testing Ad hoc testing is performed without any predefined schedule and is often used for quick checks or one-off tests (e.g. testing copy before sending a message to a bigger audience). It can help identify potential issues or opportunities for improvement quickly and efficiently, without requiring significant time/resources. Scheduled testing Scheduled testing happened on a regular cadence (e.g. weekly, monthly), often to support ongoing optimizations. It allows brands to track progress, identify trends, and make data-driven decisions over the long haul. Ongoing testing Ongoing testing is performed continuously, often to identify opportunities for improvement as they arise. It requires a culture of experimentation, but can help organizations stay agile and responsive to changing customer needs and market conditions.