“Connection between intent & content” was the topic of discussion in a panel moderated by Steven Kaufman (SVP Media Director, Digitas) and included panelists Andrew Goodman (Principal, Page Zero Media), Bill Barnes (Co-Founder & Executive Vice President, Enquiro Search Solutions Inc.), and Anton Konikoff (Founder and CEO, Acronym Media).

Bill Barnes defined this as the essence of search and testing is the vehicle to get there. Understanding “the connection” is the holy grail – that’s on the move. Target audiences are growing, evolving and adapting to the ever-changing marketplace and testing can put us within arm’s length of the search grail. The consensus on the panel echoed crawl, walk, run. Too often, the temptation is to test too much all at once or to test for the sake of testing. Start simple: establish your key metrics and test one element at a time. The learnings from these preliminary rounds will help define the multiple personas within your target audience. These personas should be driving your multivariate testing which may include such variables of personalization and semantics. As Anton Konikoff of Acronym Media closed his discussion with, “Test, Test, Test, then invest”…testing should be an ongoing process helping to stay attuned to your audiences while driving incremental growth.