KINESSO Launches Industry-First “Experimentation Lab,” Elevating Marketing Performance through Large-Scale Testing

KINESSO announced the launch of its “Experimentation Lab,” an industry-first solution addressing a critical need for large-scale experimentation. The Experimentation Lab is a centralized platform that empowers marketers to design, execute, and analyze experiments across all channels, including media, owned assets, apps, and web experiences. By leveraging AI and automation, the Lab streamlines the experimentation process, enhancing speed to market and enabling faster, data-driven decisions. Through cross-functional collaboration and the standardization of testing methodologies, KINESSO’s Experimentation Lab democratizes insights, helping clients unlock actionable data to make smarter, more informed business decisions.

“The digital marketing landscape is evolving at an unprecedented pace. While AI offers powerful tools and insights, it’s essential to avoid the ‘race to the middle’ by relying solely on automated solutions”

“The Experimentation Lab is more than just a tool, it’s a catalyst for innovation. By harnessing the collective wisdom from tens of thousands of experiments across brands and industries, we’re empowering our clients to make more informed decisions and achieve unprecedented results,” said Berna Tollefsen, VP of Experimentation at KINESSO. “No matter the industry, the insights and learnings collected in the Experimentation Lab can help marketers stay ahead of the curve.”

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The Experimentation Lab is designed to streamline and scale experimentation efforts across KINESSO and IPG clients globally. By providing a standardized framework and centralized platform, it enables marketers to conduct experiments more efficiently and effectively. In addition to time and resources saved, it ensures insights and learnings can be shared and applied across different campaigns, verticals, and markets at scale, driving greater return on investment.

Key Features of the Experimentation Lab include:

• End-to-End Experimentation Management: Centralized platform for ideation, planning, design, and collaboration on experiments.
• Data-Driven Insights: Leverages data to inform experiment design, analysis, and optimization.
• Cross-Channel Collaboration: Facilitates collaboration among teams and channels to maximize learning.
• AI-Powered Recommendations: Generates actionable recommendations based on experiment results and brand objectives.
• Simplified User Interface: Intuitive interface that enables employees of all levels to conduct and understand experiments.
• Automation and Efficiency: Streamlines workflows and automates tasks to save time and resources.

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“The digital marketing landscape is evolving at an unprecedented pace. While AI offers powerful tools and insights, it’s essential to avoid the ‘race to the middle’ by relying solely on automated solutions,” said Chris Schimkat, Global Head of Platforms & Intelligence at KINESSO. “Experimentation is the key to finding a brand’s unique differentiators. By conducting targeted experiments and having the ability to learn from them at scale, we can harness the power of data and AI to create truly personalized and effective campaigns that drive real results.”

The innovative solution is a key component of Interact, KINESSO’s newly unveiled technology platform designed to streamline and optimize digital marketing efforts. The launch of Experimentation Lab also underpins KINESSO and IPG’s effort to bring the best of data, tech and performance to IPG’s full client roster.