Ability to change variables within an experiment to continue to improve the customer experience as part of an ongoing optimization process. This is a new feature enabled by AI-driven optimzation and not possible with traditional testing tools such as A/B and multivariate testing. The purpose of continual optimization is to have the ability to add to or change ideas that are proving to be the top performers with a particular experiement. As insights are gained from real-user responses, the learnings can be used to improve the customer experience and keep it relevant and valuable even if customer needs and interested are being influenced and changed by external factors.
Ongoing optimization, Continual optimization
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