To Protect and Serve: Optimisation Solutions Must Take Security and Privacy Seriously

Optimisation solutions sit between your content and your users – invisibly collecting information and serving content that defines the customer experience. That places a great deal of responsibility on the optimisation vendor to protect the integrity of the relationship you’ve established with the user in the first place. This is especially important when you test behind the login, within a...

How to Build a Financial Services Optimisation Team

Financial service organisations are constantly seeking the greatest return on investment (ROI) from each touch point and channel in their customers’ journeys. The rapid maturation of digital optimisation – content and experience testing or behavioural targeting – offers reliable and consistent improvement in customer experiences. For financial organisations that constantly work to improve their relationships with each customer, client or member,...

How Travel Marketers Can Use First-Party Data to Improve Conversion Rate

For anyone who has attended the Phocuswright Conference, you know how fast-paced it is. Technology companies attend the conference to showcase their innovations within the travel industry, often with the goal of gaining both visibility and funding. These companies range from bootstrapped start-ups to the largest players everyone knows. For attendees, it’s a rare chance to see the next generation...

Simple Steps to Optimise Responsive and Adaptive Design Websites

Common goal of responsive design and adaptive design websites: Create consistent, optimised experiences for visitors on any device. Common goal of an optimisation program: Create good overall visitor experiences that yield business results by testing what works and what doesn’t. With these similarities in desired outcomes, it seems intuitive that any company investing in a responsive or adaptive design website, would simultaneously...

Scalable Optimisation Ensures That Customers Get the Experiences You Intend

So far in our optimisation blog series, we have discussed the top 10 attributes of an enterprise optimisation program, ease of use, and collaboration and how they all play into the creation of customer experiences for the purposes of testing and targeting. Now I’d like to address the basic fact that optimisation solutions deliver experiences to customers and for enterprise...

Collaborative Optimisation Lifts All Boats

The hallmarks of a successful optimisation program are increasing test volume and broadening support across business units and geographies. Adoption increases if the program demonstrates value, but this success can lead to friction that may threaten the momentum the program enjoyed in its early phases. Program tension occurs when the goals of various practitioners begin to overlap. For example: Marketers need...

What does it take to provide enterprise-class optimisation? More than a pretty face.

In the early days of optimization, everything was about science and measurement. Solutions gladly exposed the fact that they support a/b/n, split and multivariate testing (proudly proclaiming support for not only full-factorial, but also Taguchi or fractional factorial). Reporting provided multiple reports with an ability to export or extract that data for further analysis in Excel or some kind of...
12