Marketing Glossary

Continuous Optimization

What is Continuous Optimization?

Continuous optimization is the act of setting up and running multiple campaigns in order to mine data. These programs might include ideation, personalization, efficiency, and analysis after each phases’ final tests are run. That doesn’t stop and is a perpetual, continuous process, hence “Continuous optimization”.

This iterative process means that rather than doing one large, slow run, you do a lot of smaller runs to ensure coverage over the target area at high speeds.

What does it take to support Continuous Optimization?

However, extracting meaning from optimizations requires patience and persistence. Marketers should not jump to conclusions when conducting experiments based on short-term results; instead, they must look beyond the short term for long-term KPIs of their experiments.

What else counts as Continuous optimization?

Continuous optimization depends on the use of a bandit algorithm, which is not limited to defeating a single winner. Instead, it uses contextual and multi-armed bandit algorithms in order to serve each visitor their best option.

Offering a single variation on an A/B test is not the most effective way to optimize websites and provide a better digital experience for all users.

Companies need to be patient with experiments, one of the most valuable strategies they can use. They should focus on long-term KPIs like expected Lifetime Value and revenue impact

Structured Optimization gives organizations the opportunity to maximize collateral impact from multiple sources in order to maintain a continuous optimization initiative.

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