Accenture Digital Optimization

Choice Modeling uniquely enables marketers to understand consumer choices in the most naturalistic way. From a statistical perspective a discrete “choice model” is a mathematical function that predicts an individual’s choice based on the utility or relative attractiveness of competing alternatives. This can be loosely equated to the process we embark upon when making choices in the real world. We all natively understand that every “choice” we make is influenced by a multitude of “interacting” factors, all of which “dynamically” shift our likely decision as they are considered. When ordering a meal in a restaurant, our choice of main course is often influenced by our preferred choice of starter, the choices of our companion diners, the range of wines available, the weather, the time of day, the cost of the dishes, etc. All of these factors interact, to differing extents, in our decisioning process, influencing our final outcome.

Accenture Digital Optimization and the Choice Modeling Algorithm uniquely, and for the first time, allow marketers to quantify the Choice Landscape that we provide within our Digital Environment, capturing optimal business rules, which are then delivered via the software to provide a truly persuasive, holistic online experience. By using Accenture Digital Optimizer, clients are able to harmoniously optimize the entire customer journey from paid search to email to display media to landing page to product page to checkout to “thank you” page to discovering and exploiting positive interactive effects, maximizing conversion rates and order value.

Accenture Digital Optimizer enables the following:

• Full factorial experimentation
• Interaction detection
• Entire conversion funnel optimization:
  • paid search
  • email
  • display media
  • landing pages
  • forms
  • checkout process
  • direct mail
  • call centre scripts
• Technology-independent platform—can deploy in JavaScript, .jsp, .asp, .php, .net or custom deployment
• Simultaneous optimisation to multiple business outcomes
• Segment exploration and validation
• Single point of administration for optimal content/business rules by segment
• Financial Gain Modeling
• Capability to run “fractional factorial” and “A/B” tests
• Creates reusable datasets
• “Software as a Service” or ‘Behind the firewall’ deployment options
• Full CRM, CMS, Payment Gateway and E-commerce integration. Accenture Digital Optimization is part of Accenture Marketing Sciences, a specialist marketing consulting division of Accenture.

To learn more…

…about the science behind marketing performance, visit www.accenture.com/ams, or contact Stuart Barker on +44 7787 183423. Don’t forget to check out the customer reviews first—see below.