We all want an optimized solution for our constituents — whether they be visitors on our digital channels or citizens of Westeros — but the time comes when we have to weigh the costs and benefits of different solutions.
We’ve been talking about AI for a long time now, but in the past month as articles rank business and marketing trends for 2018 and the new year has us collectively looking forward, there has been even more Internet talk of how AI will affect business practices — especially your customer journey and road to personalization. This week, I’ve collected recent articles about AI testing and optimization for marketers, given you the gist, and a final analysis.
Game of Thrones may be on hiatus between seasons, but its relevance is not. At heart, the series has a lot to do with customer experience optimization solutions — if you replace “customer experience” with “people of Westeros.” If this connection isn’t already obvious to you, by the end of this article it will be. Hear me out.
Whether you’re a marketer trying to meet the expectations of your customers to have a mobile app feel on your website or a developer trying to make that happen, SPA (Single Page Apps) can cause a lot of strife, division, and complexity — in other words, a real pain in the apps.
Most mornings I wake up by 4 am and am out the door before 5 am — well before the sun rises. I own Knuckle Lights and lighted hats to light my way. I use Pandora and Runkeeper to keep me company and my mind off the bitter wind and the possibility of running into any number of critters. I’ve been running forever, and that time in the morning has always been my time. It’s a chance to tune out, think about my day, or not think at all.
Should you build it or buy it? That’s a question that keeps percolating up when I talk to my colleagues in the optimization world. After many discussions and much thought on the topic, I think I’ve found the answer to a big question: Should I reinvent the wheel or not?
Recently I presented at the Gartner Digital Marketing event with one of our great customers, Staples, and the subject of data silos got me thinking. Conversion after conversion, presentation after presentation, I heard about data sitting in disparate systems that marketers need to use. According to Forbes, "The average company invests in 16 separate marketing technology platforms." As a result, companies that are trying to improve personalization need these systems and data to be integrated in order to be really useful.
I recently attended the 2017 Click Summit conference produced by Brooks Bell. It was a fantastic event where testing and optimization experts came together to learn, share and connect. I was able to participate in four different panel discussions to engage and hear from the testing community. Two themes grabbed my attention: Single Page Apps and the Build vs Buy paradox. In this two-part series, I will explore both of these topics and discuss how they impact the customer experience through testing and optimization. Let's start with Single Page Apps or SPAs.
The evolution of optimization and testing is not unlike an endurance athlete chasing his or her next endorphin high. Maybe it all started with a local 5k, but the next thing you know the marathon medals are on displayed and the Ironman deposit has been made. The incredible feeling of accomplishment upon reaching a goal is only temporary as the thirst to push one step further grows.
Optimizing the customer experience to drive revenue, with the goal of connecting the back end to the front end, is not new. McKinsey wrote as much back in October of 2016, with some specific actions that digital leaders are taking to drive five times more revenue than their peers. Most marketers know what they need to do, and they know why they need to do it. The question is how to get it done, quickly, for maximum ROI?