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Experimentation marketing is important since it allows us
to learn more about our consumers.
Home building has such a long cycle.
When you're building a house, sometimes you're 18 to 24
months out from your consumers, and that
could be a long time.
So doing experimentation to learn what drives people to
our communities or to our website, when they're on our
website, doing some split testing to see which web page
or what phrasing dries more clicks, is obviously crucial.
We have lots of different types of people come to our
website, so we really need to learn more about each of the
different segments and be able to provide the best experience
for each one of them.