"Experimentation is critical for retailers to determine what's working and what's not as part of their marketing strategies, but the only way to make decisions that will impact customer behavior and drive growth is by first understanding the signals of shoppers that indicate movement toward retention or churn," said Dave Lokes, VP of digital strategy at Bluecore in a release.
"Why we care. It's about building an experimentation culture. Certainly, marketers are already running specific tests - when they have the time and opportunity to do so. Tests might range over placement of CTA buttons, effectiveness of pop-ups and various aspects of content performance."
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