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Apr 04, 2008
Press Release

Encyclopaedia Britannica to Present Results of 18 Months of A/B Testing at MarketingSherpa’s Selling Online Subscriptions Summit

SUMMARY: No summary available.
Warren, RI - April 4, 2008 - Dan Smith, Sr. VP Consumer Marketing, Encyclopaedia Britannica, a leading provider of learning and knowledge products, will present winners and losers from the company’s many A/B tests over the past 18 months at MarketingSherpa Selling Online Subscriptions Summit on Monday, May 12, at 3:30 p.m.

Smith joined Britannica in 2006 with a mandate to continue to develop and grow the company’s consumer business. Since then, he has more than doubled traffic to, and revenue from new customers has more than tripled.

Smith's presentation will be an information-rich session that will examine a number of tests, resulting in both winners and losers, to give marketers an overview of every aspect of a campaign -- from conception, design, execution, and, most importantly, results. Encyclopaedia Britannica has been prolific in the use of A/B testing over the past 18 months. Through this method, Smith and his team discovered the variables of several online campaigns and measured responses for their effectiveness in targeted markets.

MarketingSherpa’s 8th Annual Selling Online Subscriptions Summit will be held at the Museum of Jewish Heritage in Battery Park in New York City, May 12-13, 2008. In addition to Smith's presentation, the Summit will offer the latest case studies on how to raise subscription sales in a recession-type economy, present market research on selling online subscriptions, and include sessions from leading online subscription marketers on tools and tactics that can improve online conversions and revenues. Selling Online Subscriptions Summit is expected to attract more than 350 top executives in the paid online content and subscriber services industries.

“Encyclopaedia Britannica has always been one of the world's most trusted sources of information and has been very successful in moving into the digital age,” said Eric Stockton, President, MarketingSherpa. “I look forward to hearing what Dan has discovered from his A/B testing over the past 18 months. I’m sure it will be applicable to most of our attendees.”

To register for MarketingSherpa Selling Online Subscription Summit, visit:

About MarketingSherpa
MarketingSherpa ( is a research firm publishing practical case studies and benchmark guides for its community of marketers and thousands of weekly case study readers. Topics covered include practical how-to and exclusive data and proven tactics in business-to-business marketing, ecommerce marketing, email marketing, search marketing, telemarketing, media relations, landing page design, marketing measurement and online subscription marketing. The firm also operates six annual Summits attended by thousands of marketers. MarketingSherpa, along with MarketingExperiments and InTouch, is part of the MECLABS Group.


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