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.

 

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Tony Curcio is the editor of Graphic Arts Magazine.