When I first encountered A/B testing, I immediately wanted to become the type of marketer who tested everything. The idea sounded fun to me. Like being a mad scientist running experiments to prove when my work was actually "working." Turns out though, there's always a long list of other things to do first… blog posts to write, campaigns to launch, and don't get me started on the meetings! A lot of marketers are just too darned busy to follow up and optimize the stuff they've already shipped.

You've built the perfect landing page. Your headline is simultaneously descriptive and urgent. You've got a hero image of someone holding your product, weeping with joy. Your explainer video becomes a surprise hit at Cannes (though it's controversially snubbed by the Academy). Your testimonials include Beyoncé and Tom Hanks, and you have to shrink the New York Times just to fit Disney into your "as seen in" logo spread.

City to roll out'smart traffic' system Bhubaneswar: More than a year after chief minister Naveen Patnaik inaugurated the adaptive traffic signal system (ATSC) under the ambitious Smart City programme here, the commissionerate police have decided to implement the technology along the busy KIIT-Jayadev Vihar route. "We have decided to adopt the artificial intelligence (AI) technology along the KIIT-Jayadev Vihar route that often sees traffic congestions. On Thursday evening, we introduced the innovation at Damana Square on an experimental basis and received a positive feedback," deputy commissioner of police (traffic) Sagarika Nath told TOI. The ATSC is equipped with an AI system that can automatically judge the density of traffic and analyse the optimum time needed to flash the signal instead of setting a fixed time for the signal to turn green or red at traffic posts. Though ATSC was launched in July 2018, its implementation in the capital city was delayed owing to lack of proper infrastructure and logistic support.