Why are you using this type of activity?
Activity Type | Reason |
---|---|
Manual A/B Test | A highly controlled experiment with traffic measurements, split by percentages rather than by a rule, allowing you to analyze the test data, glean insights about your audience, and determine which experience performs the best. |
Auto-Allocate | A way to identify a winning experience and adjust traffic allocation to deliver the winning experience to visitors as fast as possible, supporting a faster and higher likelihood of conversion. |
Auto-Target | A way to identify the winners among multiple experiences, and then deliver the most appropriate experience to specific visitors. The targeting adapts over time as visitors’ interests change, because the algorithm predicts a visitor’s propensity for conversion on a certain experience at a certain time. |
Automated Personalization (AP) | A way to personalize a set of offers (created or pre-defined, in elements on a single page or across multiple pages) and deliver offer combinations that work the best to attract specific visitors. |
Multivariate Testing (MVT) | A way to display multiple offers in multiple elements, and then test the resulting unique experiences concurrently against a specific goal, which helps determine which element variation is the most successful. An MVT activity can also reveal which elements have the greatest positive or negative impact on a visitor’s interaction. |
Experience Targeting (XT) | A way to target specific content to a specific audience based on a set of defined allocation rules. |
What kind of marketer should use type of activity?
Activity Type | The Marketer |
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Manual A/B Test |
Is knowledgeable in stats. Has the time to wait until end of test period to analyze results. |
Auto-Allocate |
Has a short time frame. Must identify the best experience and deliver quickly. Wants to be able to “peek” at results as test runs. |
Auto-Target |
Has several eligible experiences. Wants to match experiences to specific visitors at optimal times based on their dynamic and changing profiles. |
Automated Personalization (AP) |
Has one or more offers. Wants to create offers combinations that yield optimal personalized experiences for specific visitors across various unique profiles and behaviors. |
Multivariate Testing (MVT) |
Is knowledgeable in stats. Has one or more offers. Wants to analyze conversion trends relating to page element interactions. |
Experience Targeting (XT) | Must deliver a specific experience or piece of content to a specific audience. |
Statistical details
Activity Type | Details |
---|---|
Manual A/B Test | The test compares each challenger experience to a control experience and then ranks the performance of all experiences, identifying both a winning experience and a losing experience when compared to the control. |
Auto-Allocate | The test produces a statistical guarantee on a true winner right away, and then directs more traffic towards audiences who have a higher likelihood of conversion with that winning experience. |
Auto-Target | The optimization mechanism identifies the relevant audience for each experience by showing increases and decreases in lift over time, and before it determines which experience to deliver to which visitor. The optimization mechanism is informed by conversions, segments, parameters, and profile scripts. From there, the mechanism automatically chooses which algorithm to use to generate a higher lift and conversion rate. |
Automated Personalization (AP) | The optimization mechanism constantly adjusts which experiences are delivered to which visitors based on new visitor behavior and past behaviors of similar visitors, with an offer’s performance being measured against concurrent control groups. |
Multivariate Testing (MVT) | The test helps uncover the relative influence that specific elements have on conversion. |
Experience Targeting (XT) | The method defines rules that target either a specific experience or a specific piece of content to a specific audience. Customers can make updates at the experience level. |