While the Online or Marketing Performance Department Is Concerned

Not only do they have the most data at their disposal. But they also know how to translate this data into improvements within their. Business model through a constant stream of new experiments. That is one of the reasons why the largest parties are getting bigger and bigger and small. Or medium-sized parties are already struggling to achieve similar growth percentages. Due to the wide availability of tools such as VWO , Optimize and Google Optimize , many small and medium-sized parties have already carried out A/B tests. An increasing number of parties are already using these tests to work on the optimization of the business model in a data-driven manner. Yet the number of companies that have actually embraced this remains very small. Business model testing cycle. Image source: BMI lab A shame, because in 2022 simply performing A/B tests to improve the conversion rate will no longer be enough.

Online or Marketing Performance Department Is Concerned

Experimenting ensures a constant stream of innovations Not unimportant to mention is the fact that this way of experimenting can also ensure a constant flow of new innovations and product combinations. Amazon masters this game like no other. With Amazon Prime, Amazon does not have to earn so much from the streaming of series and movies, but the membership can also be earned back by the fact that these users order more from Amazon itself. The company is doing the same Automotive Dealers, Gasoline Service Email List with the Kindle. Kindle users order more from Amazon. That way Amazon earns back the hardware. The payback period is then easy to calculate. This sounds like a logical strategy, but the basis of this type of combination is often laid by small, simple experiments that test whether it works or not.


Marketing Performance Department Is Concerned

Precisely to improve those results. The explanation behind this is not difficult to find, but at the same time not always logical. It already starts with the structure of many companies. In 2022, many companies will still have a communication department that is concerned about the brand, while the online or marketing performance department is concerned about achieving the measurable sales and profit targets that are there. Not logical, because all marketing activities should contribute to both the financial result and the brand. Building and developing a brand can never be the main goal. In fact, it is a means to achieve certain objectives as a company. Fortunately, it has now also become easier to make the effects of branding (partly) quantifiable and translate it into financial impact.

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