Marketing experiments

Marketing experiments enable Marketing Managers to run alternative paths within existing web activities to determine whether small changes might improve the effectiveness of a web activity. We can add an experiment to a web activity to deliver an alternative marketing message. An experiment can include an experimental version of any marketing element, such as a target customer segment, an e-Marketing Spot used to deliver the marketing message, or the marketing content. You create experiments by editing existing web activities. By changing a single element on an experimental branch, we can experiment with these aspects:

In the Management Center, experiments are created in the Activity Builder, and are represented as optional paths through the web activity.

The optional paths are called experiment paths, while the original path is called the control path. A web activity can have more than one experiment path.

After the experiment is complete, we can compare results between the experiment path and the control path using the Statistics tab in the properties view for the experiment:

These results help determine whether the current marketing effort is effectively maximizing revenue by targeting the right audience with the most appropriate message. If not, incorporating the experiment path into the control activity might improve the efficiency of the marketing message.

(Enterprise) In an extended site model, the statistics reflect the results in the current store. If the activity is defined in the asset store, then each store accumulates its individual statistics. In this way, we can evaluate the effectiveness of the same experiment in different stores.


Related tasks
Manage marketing experiments