A/B Testing in Dynamics 365 Real-Time Marketing

If you’ve done any A/B testing in the Outbound Marketing module, you’ll know that the system is primarily based around setting the tests up at the email-level since that is the primary focus of Outbound Marketing. Real-Time Marketing has a couple additional channel options, such as texting, outside of just sending emails. As such, it pulls the A/B testing back to the Journey-level. Rather than setting up an A/B test on an email and then adding the element to the customer journey, we instead will simply add an action to our journey and select “Test which variation performs better.”