Digital Optimization Maturity Model: Multivariate Testing and Targeting done Right

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by MrOptimization in Basics FAQs

The Digital Optimization Maturity Model™ helps you get started with Multivariate Testing and Targeting at the right level so you can grow into the optimized digital super-species your audiences want you to be.

Where does your organization fit today and how quickly do you want to evolve?

Stage 1: Optimization Primate

At this stage, you've climbed out of the brochureware murk and you're speeding around the content jungle.

Primates display these characteristics:

• Beginning to rely on design "best practices" over gut feel when developing digital experiences
• Evolved past static pages into a database-backed digital infrastructure that's professionally managed, reliable and capable of generating dynamic content
• Regularly using web analytics and other operational reporting tools to keep on top of digital happenings and usage patterns
• Employing industry-standard "attract phase" techniques, such as SEO and PPC

Stage 2: Neanderthal

Neanderthals have begun to realize that design "best practices" don't produce optimal results and analytics only let them passively stare at what their visitors did.

Neanderthals have started to collect actual data about their unique visitors while taking their first wobbly steps toward doing something with that information:

• Still looking at optimization as a series of one-off "projects"
• Using subjective tools— heat maps, focus groups, surveys, usability labs, etc. —to begin listening to some of their visitor's voices
• Dabbling in A/B testing and, possibly, taking action on the results

Stage 3: Cro-Magnon

CroMags no longer test once in a while. They're starting to include optimization bits and bobs into their overall digital strategies.

The digital businesses that perform a few percentage points above their peers today are CroMags.

• Realizing the limits of A/B/n testing and performing their first real Multivariate Tests
• Asking "should we optimize that first?" as part of major initiatives—redesigns, new releases, etc.
• Considering limited-scope behavioral targeting options to optimize things like offer banners

Stage 4: Dominant Species

These are the top sites on the Internet today. They have the best conversion, retention and loyalty rates.

• Digital optimization is integrated into their business-as-usual process
• Nothing goes "live" that doesn't have data to justify its existence
• Visitor segments—personas—are defined and used as a baseline for Multivariate Testing and Targeting
• Evolved beyond "slotted" behavioral targeting and are now doing Multivariate Testing and Targeting as part of a single holistic discipline
• Beginning to incorporate key enterprise customer data into the optimization process
• Evolved—or hired—their own full-time optimization specialists who manage and report on the optimization process

Stage 5: New Super-Species

There are very few of these today. The Super-Species view digital optimization as the blockbuster competitive advantage that it is and make it a priority from the top down.

• Evolved beyond a manually managed process to increased reliance on automated optimization models
• Visitor segments are constantly monitored and adapted in near real-time
• Every part of every digital interaction is optimized in real-time, mostly automatically
• Full-time optimization specialists now outsource the routine tasks—such as Multivariate Test design—and focus on tuning their unique optimization models for their unique audiences and experiences
• Optimization happens across all major customer touchpoints

Speeding your Evolution

The really good news is that if you're a bold and fast-moving creature, you can quickly learn from those who've come before you.

You can ease into Multivariate Testing and Targeting or skip steps and evolve right past your peers to provide the best possible experiences for your digital audiences while reaping a disproportionate share of the spoils.

Either way, MrOptimization.com is here to help you do it right.