Omnichannel Multivariate Testing Platform for Retail Sales Lift
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Solution Overview
Problem
Existing multivariate testing systems are inadequate in determining the effects of changes on sales across various channels, such as online and physical store locations, and require significant configuration efforts that are not accessible to non-technical users, limiting their utility in real-time retail operations.
Innovation Solution
A self-service multivariate testing platform that allows users to define and manage tests across multiple channels, including in-person, website, and application-based channels, with a test definition and analysis tool that generates analytics for sales lift across these channels, enabling real-time test deployment and data collection.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If existing multivariate testing systems are used to assess online sales performance, then online sales metrics can be evaluated, but effects on other portions of the retailer's business (such as physical store locations) cannot be determined
Solution Approach 1:
The testing platform is designed to perform multivariate testing across multiple content delivery channels including online websites, mobile applications, and physical store locations. The system assigns unique identifiers to customers and tracks their interactions across different channels, enabling a single testing system to evaluate the effects of changes on both online and offline business performance simultaneously.
2Adaptability or versatility
If comprehensive multivariate testing is implemented across multiple channels, then cross-channel effects can be assessed, but the system complexity and configuration requirements increase significantly
Solution Approach 1:
The platform provides self-service capabilities that allow marketing personnel, web developers, and other non-technical users to independently configure and execute multivariate tests across multiple channels. The system automatically handles complex configuration tasks such as assigning unique customer identifiers, routing traffic to test or control groups, and aggregating results from different channels without requiring extensive technical setup or intervention.
Solution Approach 2:
The testing system divides customers into distinct test and control groups using unique identifiers, and further segments these groups by content delivery channel (online, mobile, physical store). This segmentation allows the system to independently manage and track experiments across multiple channels while maintaining clear separation between test and control conditions, simplifying the overall configuration and execution process.
3Reliability
If traditional multivariate testing systems are used, then tests can be conducted in controlled environments, but they are not readily usable within the context of retailer's live operations
Solution Approach 1:
The system performs preliminary actions by pre-assigning unique identifiers to customers and pre-configuring routing rules that determine whether a customer will receive the test version or control version of content across different channels. These preliminary configurations are established before live operations begin, allowing the system to maintain strict test control while seamlessly integrating with ongoing retail operations without disrupting normal business flow.
Data Source
AI summary
A multivariate testing platform is disclosed. The platform includes a test definition environment including a test deployment and data collection interface configured to (1) manage test deployments within a retail environment to a controlled subset of users across a plurality of content delivery channels, and (2) receive test data from an analytics server regarding user interaction regarding the test deployment. The test definition environment includes a self-service test definition and analysis tool configured to generate a user interface accessible by enterprise users, the user interface including a test definition interface useable to define a test selectable from among a plurality of test types and an analysis interface graphically displaying test results based on the test data from the analytics server.