Working in marketing, it's always a challenge to advocate where we should promote a certain product as well as what type of creative/content is the most effective. Traditionally, this was more difficult to do because the creative and the advertising were mostly left to the opinion of senior members within the organization and it was difficult to attribute the revenue of magazine/newspaper ad pages in high profile editions such as Vogue or the NY Times. However, testing has allowed companies to prove to senior management what works and what doesn't for customers. Via CTR's and conversions marketers are able to show what content customers respond to and what medium's for display/email advertising are most effective
http://blogs.adobe.com/digitalmarketing/personalization/conversion-optimization/why-i-love-testing/
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