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Junior Marketing Professionals Showing Higher Appetite for Digital Experimentation in Driving Change

Martech titles are increasingly becoming more AI-centric and this is reflecting in the way senior Marketing managers strategize for digital experimentation in their organizations. In a recent study, it has been found that junior marketers are playing a leading role in driving innovation. 50% of the junior marketers say they are trying out new techniques and ideas to improve customer experiences is a major part of their day-to-day activities, according to a survey from leading digital experience platform provider Optimizely. In its Culture of Experimentation report, based on a survey of 200 UK in-house marketing executives, assistants and managers, Optimizely also highlights that 50% of marketing assistants are directly responsible for improving the customer experience, compared to 42% of marketers at management level. This means, junior marketers have a greater chance of taking a shot at CMO job roles in the future if they succeed with their current digital experimentation efforts.

What is Digital Experimentation?

According to AiThority.com analysis of recent Martech trends on Customer Experience Management (CXM), Content Personalization, AI, Automation and No-code business analytics/ business intelligence, we found that digital experimentation is truly a game-changer for Marketing and Sales organizations. We shall define Digital Experimentation as “the strategic integration of Marketing job roles, activities, tools, platforms and initiatives taken by the marketing team to improve overall effectiveness of Knowledge management, customer relationship management and customer satisfaction that is measurable in a quantified manner over a certain period of time.”

Today, with the growing demand for agile marketing infrastructures and inclusion of AI and automation, marketing-centric digital experimentation has totally changed. Digital experimentation has expanded the scope of experiments through adoption of traditional software and workflow testing, AB experiments and contextual bandits experiments with enhanced scope to employ AI and machine learning  / reinforcement learning (Tosch, 2020) 

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Digital experiments have expanded the scope and frequency of experiments, which can range in complexity from classic A/B tests to contextual bandits experiments,
which share features with reinforcement learning.

Digital experimentation is a relatively new term. However, it has emerged as a core marketing function in the current context of headless commerce, Web3.0, metaverse and customer experience management initiatives. As organizations look to improve CX deliveries with a justified ROMI (Return on Marketing Investment), digital experimentation operations will be very important.

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Where is Digital Experimentation making Biggest Impact within Marketing?

According to the report, digital experimentation is making impact on customer experience management where junior marketers, in particular, are focusing on working closely with the CMOs to build an optimized technology-driven approach for better customer experiences.

The report reveals junior team members are being entrusted with driving innovation and change to improve customer satisfaction, with only 14% saying they don’t have the freedom to try new things and 24% that their opinion isn’t valued by senior team members.

Commenting on the findings, Kirsten Allegri Williams, CMO of Optimizely, said, “It’s very encouraging to see that so many junior marketers in the UK are being inspired to challenge established marketing practices. Experimentation is integral to the customer experience, so introducing this mindset and challenging the status quo can significantly impact how brands interact with their audiences in a positive way.

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“Junior marketers are the ones who are likely to shape the future of UK marketing. Bringing this experimentation practice will absolutely help to advance their careers, along with their enthusiasm and a fresh thinking. It’s vital that senior team members embrace this and drive collaboration at all levels, making everyone feel heard so new data-based changes are implemented wherever possible.”

 Tosch, E., 2022. System Design for Digital Experimentation and Explanation Generation. [online] Scholarworks.umass.edu. Available at: <https://scholarworks.umass.edu/cgi/viewcontent.cgi?article=3146&context=dissertations_2> 

[To share your insights with us, please write to sghosh@martechseries.com]

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