The market for A/B and Multivariate Testing technologies is growing fast.

Digital marketers are now realizing that these powerful technologies can give them a major competitive advantage.

But beneath all of the excitement and potential lurks a disturbing secret the Multivariate Testing vendors don't want you to know.

There's someone new hanging around the CEO's office. The CEO loves this newcomer and listens to everything they say.

If you're not doing Multivariate Testing now, you better get started. This new someone will be looking your way soon.

We often disagree with "Usability Professionals" because many live in a world of made-up babble and ancient, inefficient methods.

In fact, we just got a new report filled with usability babble like "this world of digital transactions is made up of spatial, graphical and textual components."

But if you breach the babble, you'll find great tips on where Multivariate Testing efforts can make a big difference.

A new report shows big growth in digital advertising spending.

Many digital marketers are already planning to throw most of that money in the toilet.

Google's data-driven ways are mysterious and wonderful.

Not to mention enormously profitable.

But could recent high-profile bad decisions be a sign that human emotions are creeping in and confusing the digital colossus?