If you were to compare the most successful optimization programs side-by-side, odds are you’d notice a lot of similarities.
In my job, I speak with a lot of companies about their testing and targeting efforts and have gathered an extensive amount of feedback on the common ingredients that make optimization programs a success.
These companies succeed because they’ve established strong collaboration within the organization, have the right tools for the job, and have a well-designed communication infrastructure.
While none of these things are necessarily ‘secrets,’ companies must take the time to put a proper structure in place with cross-functional optimization expertise, business knowledge, IT, testing, brand communications, and marketing savvy to continually improve the customer experience through an efficient, collaborative workflow.
There with, here are four best practices from companies running very successful optimization programs: