Split Testing Is Dead, Says CEO of Game Marketing Genie, Hersh Bhatt

Game Marketing Genie, an industry leader in providing growth-focused data-driven marketing to entertainment companies worldwide, have today released a video stating that the common marketing staple of split testing is outdated and that brands must move forward with more advanced techniques if they want to reach their audience.

“Split testing has been around in marketing since the birth of the digital era, and even earlier,” says Hersh Bhatt, CEO of Game Marketing Genie. “The main problem I’ve seen with split testing is that you spend money to find out where you’re wrong and where you’re right, meaning that you’re wasting your time on a loss of conversions.”

This statement has come from the brand’s belief that businesses need to deeply personalize their content and offers to the customer’s needs to ensure that they provide a cohesive, data-driven and audience-focused experience for their customers at every stage of the buyer’s journey. Their video states that without scaling towards this level of personalization, brands will fail to connect with their customers and be overtaken by competitors.

Multi-armed bandit algorithms come as part of the brand’s overarching focus on developing new data-driven growth strategies that branch away from traditional marketing methods to create, segment, optimize and distribute campaigns that reach audiences more effectively and drive conversions.

“Bandit algorithms put together different variations of your deliverable, measure the way the audience reacts, learn from each individual audience members’ reaction, and reimplements that back into its own behavior,” states Bhatt. “It’s a self-sustaining system that teaches itself what your audience wants to see! This is the world marketing will move towards in the next few years, and I believe that it is essential that all businesses start adopting this kind of thinking for their own marketing methods and future.”

The company offers consultations for brands wishing to develop advanced marketing strategies that will put them ahead of their competition including personalization, big data marketing and detailed audience segmentation.