Uncovering Interest, Shaping Intent: Machine Learning-Driven DX Testing & Experimentation
Timing: Wednesday - 11:00 - 12:30
Location: Atlantic Ballroom
A “one size fits all” approach to digital experience design has created today’s (low) expectations for digital experience performance, where, for example, a 50% bounce rate is considered decent, despite being no better than flipping a coin on each visit. Improving experience performance first requires improving the experience for consumers by understanding the experiences consumers are seeking. In this session, Scot Wheeler discusses methods for uncovering consumer interest and shaping consumers’ intent to convert. He will give examples of how machine learning is being effectively used to achieve these goals and the criticality of consumer intelligence, hypothesis formation, test & experiment design and test content development in driving inputs to machine learning-based experience delivery.
Speaker : Scot Wheeler