KINESSO, a leader in digital marketing technology, has launched its groundbreaking “Experimentation Lab,” a first-of-its-kind platform designed to revolutionize large-scale experimentation. This centralized, AI-powered platform enables marketers to design, execute, and analyze experiments across multiple channels—media, owned assets, apps, and web experiences—empowering data-driven decisions and faster time to market. By streamlining the experimentation process, KINESSO’s Experimentation Lab accelerates innovation and enhances cross-functional collaboration, enabling smarter business decisions.

Key Features of the Experimentation Lab:

• End-to-End Experimentation Management:

  • A comprehensive platform to handle every step of the experimentation process, from ideation to design, execution, and collaboration.
  • This centralized system ensures that experiments are well-managed, saving time and resources while scaling efforts across the organization.

• Data-Driven Insights:

  • By leveraging vast data sets, the Experimentation Lab enables marketers to design experiments based on informed insights, optimizing experiment outcomes and ensuring more effective decisions.

• Cross-Channel Collaboration:

  • The platform fosters collaboration among teams across various channels—media, apps, owned assets, and web—to ensure experiments yield comprehensive, actionable results.

• AI-Powered Recommendations:

  • Utilizing AI, the Lab generates actionable insights and recommendations, helping brands refine their strategies and align experimentation with business objectives.

• Simplified User Interface:

  • Designed with an intuitive, user-friendly interface, the Experimentation Lab makes it accessible for marketers of all levels to conduct experiments, regardless of technical expertise.

• Automation and Efficiency:

  • The platform automates key tasks and streamlines workflows, enabling quicker turnaround times and reducing the operational burden on teams.

Impact of the Experimentation Lab:

• Accelerating Innovation:

  • “The Experimentation Lab is more than just a tool; it’s a catalyst for innovation,” said Berna Tollefsen, VP of Experimentation at KINESSO. By harnessing insights from thousands of experiments across brands and industries, the platform helps clients stay ahead of the curve, driving smarter, more informed business decisions.

• Scalability Across Markets:

  • By standardizing experimentation methodologies and centralizing the process, the Lab allows KINESSO and IPG clients globally to scale their experimentation efforts and apply learnings across various campaigns, verticals, and markets. This drives higher ROI and helps brands make faster adjustments to their strategies.

• Driving Personalization and Effectiveness:

  • “Experimentation is key to finding a brand's unique differentiators,” stated Chris Schimkat, Global Head of Platforms & Intelligence at KINESSO. The Experimentation Lab empowers brands to conduct targeted experiments and create personalized, effective campaigns based on data-driven results.

The launch of KINESSO’s Experimentation Lab represents a major leap in digital marketing, providing brands with the tools to execute large-scale, cross-channel experiments efficiently. With its AI-powered insights, automation, and scalability, the platform ensures that marketers can make more informed decisions, foster innovation, and ultimately drive greater business success.