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Conversion Rate Optimization

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Conversion Rate Optimization

"Conversion Optimization" is the discipline of applying advanced analytical methods to make better decisions. Under this framework, business goals are explicitly defined and then decisions are calibrated to optimize those goals.

Data collection and processing

A combination of pre- and post-screening methods is employed, dropping irrelevant or redundant data as appropriate. A flexible data warehouse environment accepts customer data as well as data aggregated by third parties.

Hypothesis

After data collection, forming a hypothesis is the next step. This process forms the foundation of why changes are made. Hypotheses are made based on observation and deduction. It is important that each hypothetical situation be measurable. Without these no conclusions can be derived.

Real-time decision making

Once mathematical models have been built, ad/content servers use an audience screen method to place visitors into segments and select the best offers, in real time. Business goals are optimized while business rules are enforced simultaneously. Mathematical models can be refreshed at any time to reflect changes in business goals or rules.

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