Section 19: Determine Your Strategy & Tactics

Articles

Align Objectives to the Appropriate Audience
Once you have defined a clear goal, it is important to align it with the appropriate audience at the right time in their customer journey through the conversion funnel. Define High-Level Segments You likely don't have just one target audienc...
Select the Experience Type That Best Fits Your Needs
Is your goal focused on agility? Is it focused on improving conversions? Is it based on something else entirely? The tactics used in each experience type should support the goal metric, keep the audience in mind, and be cognizant of where the cus...
Agility Experiences
Agility experiences allow you to make quick changes to your site to impact a broad audience. They are often used for last-minute events, such as a flash sale, or as a means to deliver on an objective in a timely manner without involving extensive de...
Optimization Experiences
Optimization experiences are important for learning, testing, and improving the customer experience based on technographic or demographic audience information. Typically, optimization experiences take place high in the conversion funnel with a la...
Segmentation Experiences
Segmentation experiences combine the identification of specific audience traits with actionable tests that use highly tailored content to fit the persona(s) of the audience(s) you want to segment. They are primarily focused on driving a specific goa...
Personalization Experiences
On the surface, personalization experiences, called Automated Personalization experiences in Monetate, may appear to be the same as segmentation experiences because both leverage personas and different content delivered to different audiences. Howev...