Forrester issues first Wave report on Experience Optimization

“Experience optimization” is one of those terms that seems to cover almost everything. Since everyone agrees that customer experience is the key to a brand’s success these days, wouldn’t optimizing that involve every marketing tool in your toolkit?

But, as Forrester explains in its first Wave report on this category [“The Forrester Wave: Experience Optimization Platforms, Q2 2018,” fee required] experience optimization is “the continued consolidation of online testing, behavioral targeting, and recommendations practices,” with the intent to learn what works and then improve how customers interact with brands.

In fact, this report is the newest incarnation of Forrester’s previous Wave reports on online testing platforms, since advanced online testing is increasingly merging with recommendations and behavioral targeting and being placed on top of digital intelligence layers. The whole idea, then, is that every customer interaction becomes a learning event to better tune the experiences of every customer. From the report:

[Read the full article on MarTech Today.]

About The Author

Barry Levine

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.