From the course: Marketing Foundations: Personalization
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Using a structured optimization process
From the course: Marketing Foundations: Personalization
Using a structured optimization process
- At Wider Funnel, we've been refining the process of optimization and personalization since 2007, not just list of tactics. I'm going to show you the latest version of this overarching process called "The Infinity Optimization Process". You can take components of this process or all of it, whatever works for your organization What is shows are the principles of any great growth program. First, you'll notice it's shaped like an infinity loop because optimizing should never be finished. Optimization is all about understanding more about your customers and making your experiences more relevant every day. Within the loop are two phases: explore and validate. They really are two separate mindsets that are both critical for getting the best results from your personalization program. These two phases are intentionally separate. The exploration mindset can't happen at the same time as the validation mindset. In the center is the nucleus, where the power is released. That's the growth and…
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