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Monday, February 04, 2008

SES Paris 2008 – Interesting Observation…

On January 15 and 16, 2008, I spoke on a panel called Diriger une campagne et un projet SEM (How to run a SEM campaign & project). I spoke about multivariate testing (ad copy and landing pages). Before I spoke, I polled the audience to see how many advertisers used multivariate testing. Much to my surprise, I got the big goose egg. I talked to a couple of other European agencies and they confirmed for me that multivariate testing (and actually testing in general) is new to Europeans. A woman from Omniture said the French are constantly surprised at the type of testing they find out they can do. It was nice to be reminded that all of the fierce, cut-throat competition in North America does give us one major advantage: lots of new material we can share with global audiences! (A brainy export we can be proud of – as opposed to, say, Rambo.)

During our Q&A session, a response from one of the panelists surprised me. He said testing would cost a client more for R&D because his company didn’t have experience with multivariate testing. This threw me for a loop (or une boucle en Francais!) Was I not in Paris, ready to take on new accounts and had no R&D overhead? Maybe there’s something about the French market I don’t get? Do Europeans have more money to burn?

Anyway, I’m glad I could share some advanced concepts in France! But I’m not thrilled about being in North America again after all the fabulous French restaurants and company. Oh well, I can always get me some bangers and mash at SES London 2008 (starts on February 19 2008).

Posted by Mona Elesseily




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