One of the common challenges marketers face is understanding what activity is having the biggest effect on changing customer behaviour.
However, with the plethora of channels out there and the number of interactions a customer has with a brand, is it truly possible to understand what has and has not had an effect? In the field of customer experience, some companies are using Multivariate Testing or (MVT) as an optimisation tool, while others are looking at specific A/B testing plans. Both of these options work well but when looking at marketing, where do you start?
Motor racing teams face a similar problem. The big challenge they are trying to solve is get the car to its optimum state to set the fastest lap time. They too face a huge number of variables, including the tyres on the car, tyre pressures, track temperature and the weather. That’s without the different driving styles and abilities of the drivers.