Just give everyone
what they want.
• Test thousands of versions of your digital marketing,
all at once. Simply and quickly.
• Discover what each customer is looking for — and deliver it.
• Improve sales and conversion rates significantly.
Free up IT and save costs.
• Keep learning and improving — automatically.
• Fully automated or complete manual control.
One of the world’s most advanced and accurate digital
marketing optimization platforms, we deliver success for
clients in financial services, communication and mobile
technology, consumer goods and retail.
Using Nobel Prize-winning science, Accenture Digital Optimization
software quickly tests more combinations than our competitors,
producing more accurate results. We optimize your digital
properties (such as websites, mobile, search, display, social and
email) by quickly testing how they interact with each other,
as well as with off-line properties. Using Accenture’s unique
software and services, one company achieved a 20 percent
greater sales uplift than another solution.
The secret of success
is no secret.
Non-optimised control
Performance metric Uplift from Accenture Digital Optimization. Includes 20% more than other solutions
Optimsed by Accenture
Segmentation
Different people have different needs and respond
in different ways.
Communication
Content affects different customers
in different ways, with different outcomes Outcomes Different outcomes require different segmentation and content strategies
With Digital Optimization, you quickly discover which versions of your communication will help deliver the results you need — and which won’t. Based on your required outcomes,
Digital Optimization software generates and delivers thousands of variations of your communication.
It tracks customers’ responses in real time, modeling which versions are most effective for each group of customers. It can even discover new segments of your audience. You can use Digital Optimization for a single touch point, like a home page, email or paid search ad. Or it can work across a range of touch points simultaneously, for end-to-end optimization of the entire customer journey.
Digital Optimization can even automatically direct customers to the best-performing versions of your communication. As it does so, it keeps learning, improving and adapting your content. Without any extra effort from you.
In short, you learn
what works for each
audience segment, and
start delivering it — fast.
The result: double-digit
uplifts (or better) in
your specified outcomes.
Build on what works.
(And ditch what doesn’t.)
ABN AMRO wanted to boost conversion rates on their Internet Savings website by 10%. Using our Digital Optimization software, we tested 648 variations of the landing page in four weeks, looking at seven separate elements as well as different combinations of elements.
Of the 648 options, the client’s original version came 648th.
The winner was an option they would never have considered otherwise. It broke the design ‘rules’. It seemed counter-intuitive. But it worked.
Only multivariate testing with
Digital Optimization can test enough page variations, in enough detail, to make this sort of discovery.
The new landing page
increased conversion rates
by 290% — 29 times the
original goal. We’ve also
worked on ABN AMRO’s
mortgage and loan
product pages — improving
conversion rates by 21%
and 36% respectively.
Unexpected results for ABN AMRO.
In more ways than one.
One landing page.
Seven elements. 648 variations tested
Accenture’s Digital Optimization
software is based on the science
of ‘choice modelling,’
which won the Nobel Prize
for Economics in 2000.
Solid technology with
elastic properties.
It’s incredibly flexible.
With Accenture’s
Digital
Optimization
software,
you can run anything from
the simplest A/B comparison
testing to the complex,
detailed multivariate
experiments.
And you can test any touch point
from websites, mobile, search,
display, social to email marketing,
call centers and direct mail.
We’ll use whatever technology best
integrates with your system, from
JavaScript and single-image pixel tags
to ASP.NET or J2EE. You can install
the entire solution in your own data
center, or let us host it, with a simple
tag in each of the pages to be tested.
We manage digital tags
with a user-friendly system.
This frees up the IT team and
allows us to target reducing
costs and increasing speed
to market by 20%.
From educated guesswork
to targeted content
• Minimal production costs and discussion
• No accountability or measurement of content efficiency
• No statistical approach • Reliance on stated opinions • Cost risk for new ideas
• Considered action • Introduces statistics and
measures of effectiveness
• Fewer targeting capabilities • Production costs versus insights • Small exploration space
Expert judgement
A/B testing
Strengths
Weaknesses
Digital Optimization
• Simultaneously test thousands of page variations with marginal increase in production costs and improved sample efficiencies
• Interactions become visible
• Hypothesis-based testing for greater insight and lift
• No segment-based targeting of content
• Uncover customer segments based on behavior and demographics • Identify the best content and
experience for each customer segment from thousands of page variations
• Content, product and experience tailored depending on customer behavior and demographics
Multivariate testing (MVT)
Segment-based MVT
Successful optimization
starts with a clear plan.
Our Digital Optimization team has over 10 years experience. We can help put together an optimization roadmap, run workshops and support testing. This is the stage where we define the outcomes you’re looking for. There may be more than one, of course: Digital Optimization can test the trade-off between different outcomes, and help you find the ideal balance.
We also identify your customer segments. If you already know these, we can work out which data will identify each segment. If you don’t, Digital Optimization can predict likely segments based on your current data.
Plan for
success.
Plan
Setup
Deploy
Optimize
We’ll set up Digital
Optimization in whatever
way is best for you, using
technology that integrates
with your existing systems.
For relatively simple page optimization, our web-based editor lets you create the elements you want to test, and look at every combination — without changing the real page.
When you’re ready, a simple tag in your page code tells the Digital Optimization software to pull up the appropriate content when a user loads the page.
You can change the content as much as you like, without changing the tag.
For more complex optimization, tags are held on the server, not the browser. They get instructions from the Digital Optimization
software before the page even loads. This allows much deeper integration, and gives you control beyond JavaScript. You can play with elements like templates, search algorithms and post-login offers.
The tags can also collect a whole range of customer segment data, depending on what you need. Without slowing down your site, or revealing anything in the source code.
Plan
Setup
Deploy
Optimize
Have it your
own way.
CASE STUDY:
FORTUNE 500 FINANCIAL SERVICES PROVIDER As part of a five-year optimization of the client’s entire marketing funnel, we tested a set of features for the new home page. From six hypotheses, we created 96 page variations and tested it with more than 300,000 unique customers.
Results:
78%
uplift in customer applications$48m
in extra sales p.a. estimated“We trust the results from Accenture’s optimization system over other solutions.”
Digital Optimization gives
you complete control over
how the software works,
through three sets of rules:
Targeting rules tell the Digital Optimization software to deliver specific content to particular customers.
Experimental rules let you offer customers a range of experimental designs, building up data until the Digital Optimization software has a good model and can confidently predict results.
Optimal rules means the Digital Optimization software can start offering particular customers the content variation best suited to them. Automatically and seamlessly.
Plan
Setup
Deploy
Optimize
You make
the rules.
CASE STUDY:MAJOR PHONE, INTERNET AND CABLE TV PROVIDER
Over five years, we worked with the client and their creative agency to test and personalize their website, as well as integrating CRM data and optimizing paid search and display campaigns. We also measured the site’s impact on in-store sales, identified customer segments and developed personalized offers for each.
Results:
• A $3 million increase in
annual revenues by optimizing just 4 web pages.
• Double-digit and triple-digit increases in search media effectiveness. Double-digit increases in qualified visitors.
Now Digital Optimization can
start building the ideal version
of your communication.
You can choose to get in amongst the fine detail of models and statistics yourself, or let the Digital Optimization software get on with it all automatically.
Automatic optimization means Digital Optimization uses the data it collects to build daily models, and show each customer segment the content variations most likely to work for them. Underperforming versions fall away, and the best-performing content gets better.
Manual optimization lets you see every detail of the data, build your own models, change customer segments and required outcomes, and do your own analysis. Depending on your expertise, you can review.
the data in various ways — from an interactive dashboard to detailed model screens or raw statistics. You can even build your own widgets and tools to feed you exactly the data you need.
5.5% 5.0% 4.5% 4.0% 3.5% 3.0% Week 1 Optimal Treatment Week
2 Week3 Week4
Auto Optimized Experiment Non Optimized Experiment
Plan
Setup
Deploy
Optimize
Start getting
smarter.
11 12The guesswork is over.
Even the most
educated guess is
still just a guess.
Digital Optimization
takes the uncertainty
out of your digital
marketing.
Whether you want to check every
statistic and tweak every lever
your-self, or have it all done for you,
Digital
Optimization
delivers the most
so-phisticated and accurate optimization
available anywhere.
The science under the hood is complex
and was based on Nobel Prize-winning
methodology. But the software is easy
and intuitive to use.
You can see exactly what’s going on
all the time. Not just which elements
work best, but which combinations of
elements work best.
You can discover what each of
your customers is looking for
— and deliver it.
We’ll tailor the technology, training,
and consultancy to your own needs.
And the solution will adapt and grow
with you.
The result:
consistent double-digit
improvements (or better)
in conversion rates.
Let’s talk.
Accenture Digital Optimization is part of Accenture Interactive. Accenture Interactive offers a comprehensive suite of contemporary marketing services and software to CMOs and brand leaders to drive up marketing performance, drive down the cost per interaction and create relevant consumer experiences on a massive scale. By fusing consumer analytics, technology platforms, and world-class marketing talent, we help the world’s leading brands understand the big picture and the fine detail, and enable campaigns targeted at the most profitable segments.
About Accenture
Accenture is a global management consulting, technology services and outsourcing company, with approximately 236,000 people serving clients in more than 120 countries. Combining unparalleled experience, comprehensive capabilities across all industries and business functions, and extensive research on the world’s most successful companies, Accenture collaborates with clients to help them become high-performance businesses and governments. The company generated net revenues of US$25.5 billion for the fiscal year ended Aug. 31, 2011. Its home page is www.accenture.com
Get in touch now to find out more. [email protected]
+1 (877) 609-8723 +1 (312) 842-5337
Copyright © 2014 Accenture All rights reserved.
Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
