Cabela's testing sports the value of cross channels

04/27/2012 | MarketingSherpa

Combining cross-channel on- and off-line analytics helped sporting goods giant Cabela's refine a process of testing and optimization that merges the analog and digital worlds, writes David Kirkpatrick in this MarketingSherpa case study. Cabela's testing program began with postcards in 1961 and now incorporates the best practices of the digital age. Putting a dedicated test team together is one of the keys to the company's success, Kirkpatrick writes.

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