{"id":8896,"date":"2015-04-09T02:31:18","date_gmt":"2015-04-09T02:31:18","guid":{"rendered":"http:\/\/aunica.hospedagemdesites.ws\/site\/?p=8896"},"modified":"2024-10-30T11:30:41","modified_gmt":"2024-10-30T11:30:41","slug":"small-bets-deliver-big-wins-in-optimizing-the-customer-experience","status":"publish","type":"post","link":"https:\/\/www.aunica.com\/en\/small-bets-deliver-big-wins-in-optimizing-the-customer-experience\/","title":{"rendered":"Small Bets Deliver Big Wins in Optimizing the Customer Experience"},"content":{"rendered":"

Link original do artigo:\u00a0<\/a>http:\/\/www.clickz.com\/clickz\/column\/2403034\/small-bets-deliver-big-wins-in-optimizing-the-customer-experience
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New technologies are allowing marketers to adopt a more experimental mindset when it comes to collecting, analyzing, and acting on their users’ data.<\/p>\n

What makes world-changing innovators like Steve Jobs, Thomas Edison, or Google co-founders Larry Page and Sergey Brin different? Entrepreneur and best-selling author\u00a0Peter Sims<\/a>\u00a0set out to find the answer to that question in collaboration with faculty at Stanford\u2019s Institute of Design. Innovators, he found, follow similar approaches. Rather than starting with the “big idea,” they take experimental steps, making small bets, then quickly “course-correcting” from what is learned into another round of experimentation.<\/p>\n

An experimental mindset, of course, is also what\u2019s required in today\u2019s new world of marketing, given the growing complexity of the digital ecosystem. We use data to test, improve, and then test again to better engage the consumer across every device, platform, and channel. That\u2019s the essence of experimentation. But there is another issue at stake in today\u2019s marketing. Technology advances that continue to rapidly shape the Internet have swept away many limitations in communications and commerce. Those advances have also transformed marketing and your ability to optimize the customer experience. Let\u2019s explore how.<\/p>\n

What\u2019s at Stake?<\/strong><\/h2>\n

A new Gartner study on\u00a02015 marketing spending<\/a>\u00a0identifies the customer experience as the “new competitive battleground,” with 89 percent of companies expecting to compete primarily on that basis by 2016, compared with 36 percent four years ago. Even more, it\u2019s expected to be the top item in innovation spending in 2015. Nonetheless, recent research from Econsultancy on customer experience optimization reveals that CMOs and their marketing teams may have some significant hurdles to overcome. In their survey of more than 600 in-house marketing leaders and supply-side professionals, Econsultancy called optimizing the customer experience the “defining feature in this new era of marketing.” Yet key findings showed:<\/p>\n