Using A/B tests to improve push notifications

12/26/2013 | Adweek

The mobile application Astrologer, from Miami-based Box Telecom, is employing A/B split tests enabled by OtherLevels to evaluate its push-notification marketing. The trick is to engage users through opt-in text alerts without alienating them with overly intrusive marketing messages. "So for it to survive and even thrive in 2014, marketers need to learn as much as possible about how consumers want to interact with a brand via the still-nascent messaging feature," Christopher Heine writes.

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