XMPie unveils Omnichannel A/B

XMPie will showcase its new Omnichannel A/B capability of its leading Circle SaaS technology at the Print 17 tradeshow in Chicago September 10-14. “With Omnichannel A/B, XMPie took the best-practice methodology of A/B Testing and applied it to integrated multichannel communications to maximize response rates and increase campaign ROI,” said the company. XMPie’s Omnichannel A/B uses ‘split testing’ to compare multiple variants (up to 5) of an email touchpoint for a sample audience. The solution measures user responses for each variation to statistically predict which version of the email will likely work better towards a given conversion goal, once the campaign goes live to a wider audience.

Unlike most email A/B testing solutions that only test and influence a single isolated touchpoint, XMPie’s Omnichannel A/B feature impacts the entire cross-media journey. The choices made for testing the effectiveness of variations on email, influence the touchpoints that follow – “guaranteeing a consistent, synergistic omnichannel experience.” Once the winning choice is made for the A/B Testing of the email, it impacts all subsequent touchpoints in the communication stream – automatically, ensuring relevant and engaging omnichannel customer journeys. “While A/B Testing is a popular concept, its seamless integration into individualized multichannel communications, preserving consistency through all following touchpoints, is unique and highly valuable,” the company added. “The feature’s ease-of-use and automation will empower marketers to make statistically sound decisions when deploying a targeted and individualized multichannel marketing campaign.”

Jacob Aizikowitz.
Jacob Aizikowitz.

“As marketing shifts quickly to Customer Experiences and Journeys, Omnichannel engagement – which is all about consistency across the multichannel journey – is becoming critical,” said Jacob Aizikowitz, President of XMPie. “With Omnichannel A/B, the well-known practice of A/B Testing is integrated into multichannel communications environments while preserving, automatically, the Omnichannel flavour of the customer experience. This makes A/B Testing of email a realistic and effective choice for designing Omnichannel experiences.”

Omnichannel A/B will be showcased at the Print 17 tradeshow in the Xerox Booth (1302).  Demonstrations can be booked in advance via the XMPie website.



Tony Curcio is the editor of Graphic Arts Magazine.