Marketing optimization uses experiments and performance data to identify winning audiences and refine campaigns. As audience activation grows, it also helps balance customer lifetime value against marketing fatigue. section 3.2 section 7.7.6
Use a recurring feedback loop to turn measurement into campaign improvements:
- Review campaign results, experimental findings, and channel performance. section 7.7.6
- Identify which channels, audience segments, and messages perform best. section 7.7.6
- Refine audience segments, personalization, and channel choices, then test again. section 7.7.6
Retailer tests personalized recommendations
A specialty retailer used purchase and browsing data to target customers by email and paid social. An incrementality test found that customers receiving personalized recommendations generated 32% more revenue than the control group. section 7.7.6
