​Traditional A/B testing can be biased in terms of results and limited in terms of designs available for testing. Ultimately, someone has to choose something, and if you end up choosing two ineffective sites for testing, the results will be meaningless.

Adobe has confirmed its acquisition of Marketo, paying US$4.75 billion to acquire the B2B marketing automation player.

The decision to launch Ray White’s first brand campaign in its 116-year history is a big step towards realising the power of marketing to drive business growth, its marketing chief said.

All the latest martech and adtech news this week from Salesforce, Twilio, Radius, Pitney Bowes, Hyp3r, Qlik, Ooyala, and Talend.

It’s rare to find a company that has been in business long enough to have completely transformed the way it does business, and still thrive in what is an increasingly dynamic and demanding consumer market.

The National Heart Foundation has brought on two new senior marketers as part of its ambitious and historic plans to transform the structure of the national not-for-profit organisation.

The Star Entertainment Group’s first CMO has recruited four senior marketing specialists and promoted one longstanding staffer as part of a new-look, unified marketing team focused on driving brand growth nationally.

Consumers are a lot less interested in change than organisations are, and it’s brands who listen, rather than talk, to customers who are best placed to find this out and act on it.

​Adam Ballesty, former Diageo Australia marketer and innovator who left the organisation in May, has resurfaced as director of marketing – sports at Foxtel.​

Marketers must be willing to research their own product ideas, know when to call it quits on focus groups, and have the courage to stick to one creative concept and see it through.

Challenges remain for content providers, marketers, advertisers, and media, according to the Deloitte Annual Media Consumer Survey, as consumer attention spans wane, trust is eroded, and content choice increases. ​

With one of the best known travel retail brands in the country, Flight Centre Travel Group head of creative and content, Luke Wheatley, isn’t exactly worried about traditional brand building.

The chairman of Australia’s consumer watchdog has come out swinging against marketers operating in the country’s telecoms sector, threatening court action against those who knowingly approve misleading advertisements.

NAB is appointing its first chief customer experience officer, waving goodbye to its retail and wealth chief, rebranding its customer products and services division, in an executive leadership restructure it says will help put customers first.

​Consumers are looking for in store experience and convenience, rather than loyalty programs. This is the word from tcc global, which recently ran a global research study of 15,000 shoppers in 15 countries to map the behavioural triggers, identify preferences, and define what loyalty means in today’s retail world.

The marketing and media industry is too heavily skewed towards data, efficiency and short terminism in this mid-digital age where consumers are confused and neither brand nor media is benefiting as a result, Zenith Media’s head of innovation, Tom Goodwin, claims.

Next-generation payment solutions provider, Zip Co, has brought on its first executive-level head of marketing to accelerate its brand efforts.

Adobe is reportedly in talks to purchase best-of-breed marketing automation vendor, Marketo.

Chatbots are the customer-experience (CX) buzz technology of 2018, and there is no doubt that when implemented properly, they can improve CX for thousands of consumers, freeing up call centre staff to focus on higher-value conversations.

All the latest martech and adtech news this week from Adobe, Deloitte, Episerver, MediaMath, Demandbase, BigCommerce, Beckon, Impact and MediaRails.