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Capability

Vendors with A/B & Multivariate Testing

61 vendors are built around a; another 85 offer it alongside something else. 139 of 146 grades below link the page on the vendor's own documentation they were read from.

61
core
85
supported
139 of 146
with a cited source
last checked

Built around a

61 vendors · core

Core means the capability is central to what the product is — not merely present. This is the shortlist to compare.

  1. Aampe AI/ML Source: aampe.com
  2. AB Tasty (Wingify) Testing Source: docs.abtasty.com
  3. ABsmartly Testing Source: docs.absmartly.com
  4. Adobe Experience Manager Sites CMS Source: experienceleague.adobe.com
  5. Adobe Target Personalization Source: experienceleague.adobe.com
  6. Airship Push Source: airship.com
  7. Amplitude Analytics Source: amplitude.com
  8. Amplitude Experiment Testing Source: amplitude.com
  9. Anyword AI content Source: anyword.com
  10. Black Crow AI AI/ML Source: blackcrow.ai
  11. Bloomreach Engagement Source: bloomreach.com
  12. Bloomreach Discovery (Bloomreach Ecommerce Search) Site search Source: bloomreach.com
  13. Bmetric Personalization Source: bmetric.com
  14. Braze Engagement Source: braze.com
  15. Brightspot CMS Source: docs.brightspot.com
  16. Contentful CMS Source: contentful.com
  17. Convert Testing Source: support.convert.com
  18. CoreMedia Content Cloud CMS Source: documentation.coremedia.com
  19. Coveo Site search Source: docs.coveo.com
  20. DevCycle Testing Source: devcycle.com
  21. dotCMS CMS Source: dev.dotcms.com
  22. Dynamic Yield Personalization Source: support.dynamicyield.com
  23. Eppo (Datadog Experiments) Testing No source recorded
  24. Evolv AI Testing No source recorded
  25. Firebase Mobile SDK Source: firebase.google.com
  26. Flagsmith Testing Source: docs.flagsmith.com
  27. Fresh Relevance (Dotdigital Personalization) Personalization Source: support.freshrelevance.com
  28. Gradial AI/ML Source: docs.gradial.com
  29. GrowthBook Testing Source: docs.growthbook.io
  30. Insider (Insider One) Engagement Source: academy.insiderone.com
  31. Intelligems Testing Source: docs.intelligems.io
  32. Intellimize (Webflow Optimize) Personalization No source recorded
  33. Jacquard AI/ML Source: support.jacquard.com
  34. Justuno Personalization Source: justuno.com
  35. Kameleoon Testing Source: kameleoon.com
  36. LaunchDarkly Testing Source: launchdarkly.com
  37. Mixpanel Analytics Source: docs.mixpanel.com
  38. Monetate Personalization No source recorded
  39. Ninetailed (Contentful Personalization) Personalization Source: contentful.com
  40. Nosto Personalization Source: help.nosto.com
  41. OfferFit (BrazeAI Decisioning Studio) AI/ML Source: braze.com
  42. Omniconvert Testing Source: omniconvert.com
  43. Optimizely Feature Experimentation Testing Source: support.optimizely.com
  44. Optimizely Web Experimentation Testing Source: support.optimizely.com
  45. OptiMonk Personalization No source recorded
  46. Persado AI/ML Source: persado.com
  47. Personyze Personalization Source: personyze.com
  48. PostHog Analytics Source: posthog.com
  49. Rebuy Personalization Source: rebuyengine.com
  50. Shoplift Testing Source: docs.shoplift.ai
  51. Sierra Support Source: sierra.ai
  52. Sitecore Personalize (SitecoreAI Conversion Optimization) Personalization No source recorded
  53. SitecoreAI CMS CMS Source: sitecore.com
  54. SiteSpect (Monetate Forte) Testing Source: doc.sitespect.com
  55. Split (Harness FME) Testing Source: help.split.io
  56. Squiz CMS Source: docs.squiz.net
  57. Statsig Testing Source: docs.statsig.com
  58. TransUnion TruAudience Identity Source: transunion.com
  59. Umbraco CMS Source: docs.umbraco.com
  60. VWO (Wingify) Testing Source: help.vwo.com
  61. Webtrends Optimize Testing Source: webtrends-optimize.com

Also offer a

85 vendors · supported

Genuinely offered, but not what the product is for. Worth knowing when you already own one of these — it may cover the need without a new contract.

In practice

5 recipes · Martech Cookbook

5 recipes in the Martech Cookbook need a. Each is a worked use case: the problem, the patterns it composes, and where it fails. Written by Martech Therapy.

  1. Attribution credit allocation rules Pick an attribution model, lock it, document why, and reconcile its outputs against incrementality, so the channel report becomes one rule the team can defend rather than a debate per meeting
  2. Incrementality testing for paid channels Measure the lift a channel actually adds by running a holdout, not the correlation between exposure and conversion the channel's own report shows
  3. Influencer attribution measurement Separate the conversions an influencer actually drove from the ones they took credit for, using owned tracking rather than the agency's screenshot

2 more through incrementality testing as default measurement.

Where these vendors sit

Related capabilities

A/B & Multivariate Testing — questions

Which vendors offer a?

61 vendors in our catalog are built around a — including Aampe, AB Tasty (Wingify), ABsmartly, Adobe Experience Manager Sites, Adobe Target. A further 85 offer it alongside their main job. 139 of the 146 claims cite a page on the vendor's own documentation. It is also called "b & multivariate testing"; the same record covers both.

What is the difference between core and supported a tools?

Core means the capability is central to what the product is; supported means it is genuinely offered but is not what the product is for. Most grades come from three separate AI passes over the vendor's documentation, with only a majority verdict recorded; the rest were set by hand. If you already own a tool listed under "also offer", check it before buying a dedicated one.

What kinds of platforms have a?

Most of the vendors here sit on the Personalization, Customer Engagement Platform, Experimentation shelves. That matters when a capability crosses categories — a CDP and a customer engagement platform can both offer a without being the same kind of tool.

Which a providers and companies should I shortlist?

Shortlist from the core list rather than the full one. 61 vendors are built around a; the 85 below that offer it as a secondary job, which is usually enough if you already pay for one of them and not enough if this is the reason you are buying. We rank by what the evidence supports, never by company size or spend with us.

Is there a list of a software?

This page is it, and it is generated from the catalog rather than maintained by hand — a vendor added tomorrow appears here on the next build if the evidence puts it here. 139 of 146 claims link the vendor's own documentation, and a blank cell means no verdict either way rather than "no".

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