Marketing to an audience weighing their purchase decisions over a long timeline can be incredibly challenging. You need to account for both the communication strategy and the measurement framework: Enter A/B testing. Sure, when you have a benchmark starting point to target along that timeline, marketing early can give you an edge. What’s most vital, however, is to be clear on your goals and how to achieve them.

Our clients at Fallon Health knew this and were reluctant to engage in any significant marketing effort without structure and process to capture and report on leads. This way, they could be clear on the success that the program was truly driving.

Our solution? To build a data environment that would provide the clarity and control needed to move forward with a successful, measurable A/B testing marketing program. The data environment—not to be confused with a database—tracks and stores all relevant prospect- and customer-level activities into one analyzable and consistent source. This single-source platform drives accurate and timely reporting from offline and online marketing spend and efforts.