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Forrester publishes his first Wave report on the optimization of the experiment

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"Optimizing Experience" is one of those terms that seems to cover almost everything. Since everyone agrees that the customer experience is the key to a brand's success these days, would not it be optimization that involves all the marketing tools of your toolbox?

But, as Forrester explains in his first Wave report on this category [“The Forrester Wave: Experience Optimization Platforms, Q2 2018,” fee required] the optimization of the experiment is "the continued consolidation of online testing, behavioral targeting and practices recommendations "with the intention of knowing what works. interact with brands.

In fact, this report is the most recent incarnation of Forrester's previous Wave reports on online testing platforms, as advanced online tests increasingly merge with recommendations and behavioral targeting. The general idea is therefore that each customer interaction becomes a learning event to better tailor the experiences of each customer. According to the report:

[Read the full article on MarTech Today.]


About the author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a senior writer for VentureBeat, and he has written on these topics and other technologies for publications such as CMSWire and NewsFactor. He founded and directed the website / unit at PBS Thirteen / WNET; worked as a senior online producer / screenwriter for Viacom; created a successful interactive game, PLAY IT BY EAR: the first CD game; founded and directed an independent cinema showcase, CENTER SCREEN, based at Harvard and M.I.T .; and served more than five years as a consultant to the M.I.T. Media Lab. You can find it on LinkedIn, and on Twitter at xBarryLevine.

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