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Bluecore, the retail and D2C omnichannel personalization platform, is adding experimentation to its suite of products. Bluecore’s new Experimentation Hub will enable the testing of campaigns against specific audiences like new buyers or re-activated buyers.
One main aim of this solution is to improve engagement and revenue within brands’ existing customer base against a background of rising customer acquisition costs.
Automated results. Experimentation Hub allows the testing of digital strategies to optimize for desired outcomes. Such outcomes might include increased average order value, increases in orders and revenue per customer and higher conversion rates. Experimentation Hub also automates the delivery of test results so that marketers do not need to do manual calculations or measure statistical significance.
“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. Results from what is essentially limited A/B testing applied to the online experience might not deliver an overall picture of what’s working (and not working). Tools that make experimentation easier will encourage more experimentation; and that can only be a good thing.
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About the author
Kim Davis is currently editor at large at MarTech. Born in London, but a New Yorker for almost three decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Shortly thereafter he joined Third Door Media as Editorial Director at MarTech.
Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.
