I recently did a demo of Oracle Maxymiser Testing and Optimization, our product within the Oracle Marketing suite that provides testing and optimization capabilities for marketers. While it may seem a bit inside baseball for me as an Oracle Marketing guy to write a blog post on a demo I did, the detail from it of what Oracle Maxymiser is, how it works, and how it can help marketers is valuable to pass along.
Marketers use Oracle Maxymiser for testing and optimization of their websites and mobile apps.
Regarding testing, Oracle Maxymiser provides marketers with testing capabilities, so they can determine what works on their website and apps and for which visitor. Marketers can test different experiences for different segments or audiences to see what generates the most views, click-throughs, and purchases, either in total or by segment.
When it comes to optimization, Oracle Maxymiser enables marketers to customize the website or app experience for different people. Think of optimization as implementing winning experiences from tests and using data from those tests to help drive personalization. An optimized customer experience has both functionality and personalized content, and Oracle Maxymiser helps a marketer make data-driven decisions to determine which content to provide and in which way to which online visitors and then enables the providing of that content.
Let's get into the nuts and bolts of Oracle Maxymiser. When a marketer uses it for either testing or optimization, they do so via building campaigns. An optimization campaign provides personalization to different groups of people. A testing campaign also likely provides personalization but allows for different types of personalization, with changes in offers, images, or layout. This way, a marketer can see what resonates with people, both as a whole and with distinct segments.
The demo that I did of Oracle Maxymiser centered around a marketer using it to run a testing campaign to determine which of two different offers on the website are more effective and how much of a difference it makes to personalize the offers.
I built out the test campaign by working within Oracle Maxymiser using elements and variants. An element is the content being tested or question to answer. Variants are the different versions of each element. I could have either one element or multiple, and each element can have multiple variants. The test I built out was an A/B one, but I also had the option of building out a multi-variate test that looks at different combinations.
In either scenario, I'm testing to find the best experience for website visitors. It's a straightforward process to create the test campaign via a simple drag-and-drop interface that I, a novice user of the application, could do without trouble. I was able to self-serve, upload content, swap images, change text, and create the experiences for the test. Someone without a tremendous amount of technical knowledge or much experience with Oracle Maxymiser could easily accomplish it.
To determine the impact of personalization, I continued to use the elements and variants to build out different experiences. This idea of impact definitely matters, as again, Oracle Maxymiser lets a marketer make recommendations and decisions based on actual numbers. This, in many cases, may back up hunches that a marketer had, but now they have the data to validate their hunches. It may also yield unexpected results. The numbers tracked include page views and click-throughs, either on pages early in a user's experience or on the order confirmation page, so the entire experience's effectiveness is tracked.
The targeting area in Oracle Maxymiser is to set which audience would receive a personalized experience. Then tracking views and clicks of those experiences would provide data around personalization. A marketer can also easily connect Oracle Maxymiser to a behavioral intelligence system like Oracle Infinity Behavioral Intelligence, data management platform (DMP) like BlueKai Data Management Platform, or email orchestration systems Responsys Campaign Management or Eloqua Marketing Automation.
The last area of Oracle Maxymiser I viewed in the demo was analytics, starting with the Campaign Performance area powered by Group Sequential Analysis, to enable more quickly finding the winning test experience in a campaign. Additionally, Campaign Insights shows a marketer the test experiences that work best for certain audience segments. Audience Insights dives into those segments to show how they're performing relative to one another, regardless of the test being run.
Everything I described in the demo shows how Oracle Maxymiser helps a marketer access quality data so they can give smart recommendations and make data-driven decisions. Oracle Maxymiser enables the marketer to speak with confidence when answering questions about what works online. The tools then provide the best customer experience based on decisions from the data. All this is to help the marketer succeed—both personally and in driving improved marketing ROI for their company.