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Content optimisation through Maxymiser’s multivariate testing solution will put the customer at the heart of the multichannel experience.

Trinity Mirror, one of the UK’s largest multimedia publishers, has selected Maxymiser, the global provider of customer experience optimisation (CXO) including multivariate testing (MVT) and personalisation solutions, to improve its customers’ online experience.

Trinity Mirror will use Maxymiser to help increase engagement through the adoption of an online and mobile content optimisation strategy.

Maxymiser will initially be working with Trinity Mirror to identify and execute a series of MVT campaigns.

Through thorough testing and the analysis of customers’ real-time behaviour, Trinity Mirror will increase customer engagement with its brands by offering highly relevant content across its digital portfolio. This will be achieved through rules based behavioural analysis and segmentation.

Ultimately, more relevant content for users will lead to increased performance across the publisher’s newspaper websites and mobile platforms.

Malcolm Coles, Digital Product Director, Trinity Mirror, said: ““We are delighted to be working with Maxymiser as we recognise that a more measured, evidential approach will help to put the customer at the heart of the decision-making process and increase engagement with our brands.”

Maxymiser will be working across Trinity Mirror’s online and mobile newspaper platforms, offering both consultancy and design to help identify where the initial MVT tests might deliver maximum benefit and conduct the analysis on those tests to ascertain performance baselines.

As well as MaxTEST™, Maxymiser’s multivariate testing solution, Trinity Mirror has also employed MaxSEGMENT™ and MaxMOBILE™ from Maxymiser to further enhance the customer experience through segmentation and the optimisation of the mobile channel. It was the comprehensiveness of Maxymiser’s optimisation offering, and the company’s track record in MVT, segmentation and personalisation as well as its full service consultancy, that formed the core of Trinity Mirror’s decision to engage the CXO specialist.

Published on: 9:22AM on 6th November 2012