“Experience optimization” is one of those terms that seems to cover almost everything. Since everyone agrees that customer experience is the key to a brand’s success these days, wouldn’t optimizing that involve every marketing tool in your toolkit?
But, as Forrester explains in its first Wave report on this category [“The Forrester Wave: Experience Optimization Platforms, Q2 2018,” fee required] experience optimization is “the continued consolidation of online testing, behavioral targeting, and recommendations practices,” with the intent to learn what works and then improve how customers interact with brands.
In fact, this report is the newest incarnation of Forrester’s previous Wave reports on online testing platforms, since advanced online testing is increasingly merging with recommendations and behavioral targeting and being placed on top of digital intelligence layers. The whole idea, then, is that every customer interaction becomes a learning event to better tune the experiences of every customer. From the report:
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