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SXSW Interactive 2016

Clicky vs. Tricky: The Ethics of AB Testing

AB Testing tools have unlocked the potential for unprecedented growth and taken the guesswork out of crafting optimized headlines. But using data to inform story positioning also opens up questions about the line between clicky and tricky, especially when it comes to sensitive topics and branded content. In this panel, marketers and product folks from BuzzFeed, The New York Times, and Refinery29 share their secrets for AB testing for quality, not just quantity — optimizing for engagement and genuine interest, instead of quick hits and headlines that don’t deliver.

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  1. Content optimization is a balance between art and science, but when does a situation tip the scales?
  2. How does optimizing for engagement change what gets tested — and what works?
  3. What are top publishers' best practices for driving both clicks and engagement? How have these evolved over time, and what changes do they expect?



Danielle DeJoy, Content Strategy Coord, Refinery29.com

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