In many cases, many decisions are based on intuition, but if we want to be “scientific” in our actions as consultants, we must use tools that provide us with the analysis with which we can say with certainty that the option chosen (to date) is the optimal one.
All this analysis value increases when the objective of the journey can give us a significant return, when it is a constant journey , or when the number of impacts of the journey is very high .
Lord Kelvin (William Thomson, physicist and mathematician)
"What is not defined cannot be measured. What is not philippine phone number measured cannot be improved. What is not improved always degrades."
eBook Journey Builder: How to Build Automation from Scratch in Marketing Cloud
Using Path Optimizer
Path optimizer allows you to test multiple paths in your journeys and define objectives to analyze them.
In short, it is a tool that goes far beyond A/B testing and allows you to test up to 10 paths in your journeys . In addition, it allows you to not only test variables such as in the A/B of a message or aspects of this type, it allows you to test an entire path, even with several activities within it.
Path optimizer
Path optimizer
Here, for example, we show a test of differentiated sequences, in which 2 different creatives are being evaluated, a different communication cadence, one waiting 1 day and another 7 days, or even the use of different media to contact the customer.
Depending on the option you have chosen, whether manual or automatic , the results will appear on the days you have defined to wait for the test .
Path Optimizer Summary
Path Optimizer Summary
In the Path Optimizer configuration area you will need to define the following aspects:
Activity Name: Descriptive name of the optimization.
Activity Description: Describe the “experiment” in more detail.
Winner Evaluation: the option to mark a winner, there are 2 options:
Email Engagement: Marketing Cloud will automatically decide based on the outcome of the experiment. The metric options to choose from are: Click Rate, Open Rate and Unsubscribe Rate.
“Manual Selection”: A User decides who the winner is and when. In this example, the system is waiting for a manual selection of the winner: