tag:blogger.com,1999:blog-34368959.post8298742723737835713..comments2024-03-25T04:32:02.396-04:00Comments on Customer Experience Matrix: Sorting Out the Web Optimization OptionsDavid Raabhttp://www.blogger.com/profile/03489754392712536104noreply@blogger.comBlogger4125tag:blogger.com,1999:blog-34368959.post-37304448172344301552006-11-22T14:05:00.000-05:002006-11-22T14:05:00.000-05:00Hi Mark,
Thanks for disclosing your connection wi...Hi Mark,<br /><br />Thanks for disclosing your connection with Kefta. Much appreciated.<br /><br />Thanks also for the clarification regarding Kefta's capabilities. It seems that you straddle the behavioral and MVT groups. I'll be interested to take a closer look at your details. Perhaps I'll also try to come up with stricter definitions of the different categories--as I wrote yesterday, the classifications were tentative.<br /><br />You make an excellent point regarding segmentation. The MVT vendors I've looked at do support segmentation within tests, no doubt to greater and lesser degrees depending on the product.David Raabhttps://www.blogger.com/profile/03489754392712536104noreply@blogger.comtag:blogger.com,1999:blog-34368959.post-69164354566358420772006-11-22T13:41:00.000-05:002006-11-22T13:41:00.000-05:00Excellent post David!
First the disclosure, I'm t...Excellent post David!<br /><br />First the disclosure, I'm the VP of Marketing Services for Kefta... my team manages client interactions and designs our Dynamic Targeting scenarios. As well, thank you for placing us in the "behavioral targeting" section... this aptly describes our positioning.<br /><br />I would like to add a couple of points regarding your statement about behavioral targeting vendors only being able to test elements separately and only register offers, I believe you identifying two key dimensions: 1) areas of influence in the visitor experience that a vendor can affect, 2) availability of testing technology.<br /><br />To the first point - For several years, we’ve deployed campaigns that simultaneously personalize and test numerous page elements (headlines, layout, CTA, etc.), as well as even other dimensions: off-site elements like banners and emails, extra-site elements like layers and pop ups, and offline elements like sales calls. Yes, this is more complex to create and the technology necessary is more sophisticated.<br /><br />To the second point – We have conducted MVT (multivariate tests) for several years, but early on we found that segmentation of visitors is a primary concern and that testing can only provide long term, fruitful answers within a relatively homogeneous group of people. Without this targeting effort, testing only identifies a better set of page elements for a specific period in time. Once the average profile of visitor types changes, any gains are lost. <br /><br />In this statement, there are two problems identified in the case of conducting testing without targeting: 1) since the needs and expectations of site visitors are very different, this effort WILL sub optimize the experience and your results for groups of visitors, that is, you are only creating improvements for the larger group, at the expense of smaller groups; 2) results from this effort will only last until the makeup of your visitor groups changes – for example, if you have two times as many quality shoppers as price sensitive shoppers, MVT would indicate a site designed around the needs of the quality shopper, but if you later acquire more price sensitive shoppers, say from comparison shopping sites, and the balance of quantity of shoppers shifts to those being price sensitive, the new page your test said would be best is no longer appropriate.<br /><br />Happy Holidays!<br /><br />Mark<br /><br />VP Marketing Services<br />KeftaMarkOhttps://www.blogger.com/profile/14380314198385745031noreply@blogger.comtag:blogger.com,1999:blog-34368959.post-60228762860360418132006-11-21T15:34:00.000-05:002006-11-21T15:34:00.000-05:00Thanks Hiraku. Sorry about the errors. I've corr...Thanks Hiraku. Sorry about the errors. I've corrected the original post and will write a bit more about this tomorrow too.<br /><br />- DavidDavid Raabhttps://www.blogger.com/profile/03489754392712536104noreply@blogger.comtag:blogger.com,1999:blog-34368959.post-67197344573441445332006-11-21T13:42:00.000-05:002006-11-21T13:42:00.000-05:00Great start at sorting out the differences between...Great start at sorting out the differences between optimization vendors. <br /><br />A couple points of clarification; <br /><br />-Memetrics xOs platform does productionize or publish the optimal rules it uncovers.<br /><br />-A discrete choice framework helps drive both the inputs and outputs of optimization activities. In terms of inputs, we focus on optimizing the decision making process across key customer choices (regardless of channel). In terms of outputs, choice models power optimization for different types of customer segments, multiple objectives and financial considerations related to campaign costs and expected customer values.<br /><br />We are committed to helping demystify the optimization space and support informed decision making in the market. Please let us know if we can help you further in your research by giving you a demonstration of the platform.<br /><br />Best,<br /><br />Hikaru Phillips<br />CEO<br />Memetrics INCAnonymoushttps://www.blogger.com/profile/07921065369245613869noreply@blogger.com