• Harshita Yadav

How Cognitive Multivariate Testing Is Changing the Way We Market to Consumers?

Updated: Jun 9

Picture yourself browsing a digital creative: do you go through the entire text, look at all the graphics, and try to analyze what the creative is about? The answer is most likely to be a clear “no.” The Internet is a vast ocean of information, and it is hard to keep track of what all you have consumed in a day. Moreover, people are extremely diverse, and running creatives that will appeal to the vast majority might become a complicated process. In such a scenario, Cognitive Multivariate Testing can prove effective in unlocking immense possibilities for the marketing industry.

There’s no paucity of advice on how to design an optimal marketing strategy, but this is only worth as long as you can implement, measure, and test.

Now, testing your digital marketing strategy is an interesting challenge as there is no specific definition as to what comprises a “test.” What might work for one marketer, another one in the same industry may write off. In general, no marketer or brand ever really knows if their audiences will like what they like.

The history of Testing in digital marketing dates back to the time of focus groups and now we are heading towards the next frontier, i.e., Multivariate Testing.  

With Cognitive Multivariate Testing, you can replicate millions of product-market fit scenarios at the top-of-funnel, and understand which combination of elements will meet the demands of the market and appeal to wider audiences.  These insights are critical as you can see a 50% increment in sales if you target the right creatives to the right audience. 

The scope of possibilities that follow MVT is yet to be realized and explored. However, marketers who can quickly adapt to this new phenomenon will indeed generate tremendous value and gain a competitive edge.

Understanding Cognitive Multivariate Testing

||Multivariate adj. Having or involving a number of independent mathematical or statistical variables

In layman terms, Cognitive Multivariate Testing enables you to perform cognitive assessment over a targeted set of audiences and generates a combination of creative variables and compares them with each other. With this, you can understand precisely why and how the best creatives worked for your campaign.

Impressive creatives lead to advertising success. Even the smallest of the creative details, such as background color or font, can have a huge impact on the performance of your ads.

Let’s say you’re promoting a car insurance scheme— there are a lot of variables that would impact the success of this product (like car’s model, colors, messaging, fonts, etc.). If we create designs inclusive of these elements and combine them all together, we might get something similar to this:  

Using cognitive multivariate testing, we can build creatives that represents every permutation of elements like colors, backgrounds, text description, offers, and layout.

Continuing with the example. In case you figured out that the background color #1 led to an 80% increase in the performance, no matter which variable it is combined with, you can always use the background color #1 in your future creatives.

Another obstacle that marketers can overcome with Cognitive multivariate Testing is ‘Creative fatigue’. The campaign can get a hit when your best performing ad stops performing and starts to trend down, and again, you need to figure out ways to make an impact. 

Cognitive Multivariate Testing can help in getting detailed insights into the combinations of creatives that would increase your campaign performance. Moreover, it reduces the effort of building hundreds of creatives by hand, uploading the ads single-handedly, and accurately analyzing the data.

Marketers can analyze the variable that led to the ad’s success and reiterate it by building relevant creatives for a targeted audience. You can ensure consistent performance - continue testing and learning on past campaigns rather than shooting arrows in the dark and delivering ads without even realizing whether or not they would work for you.

Pyxis: Adding New Dimensions to Cognitive Multivariate Testing

That's us. Our Cognitive Multivariate Testing API processes the visuals automatically and produces millions of variations based on cognitive evaluation of layout, colors, text, language, offer positioning, and model accessory kit based on user personas. The combinations of creatives thus generated can be targeted to a specific set of audiences to give them a personalized experience. 

We are continuously on the move towards innovating the current cognitive multivariate testing technology, and are bound to witness the system's unprecedented capabilities to simulate consumer behavior and deeply analyze their response to visual stimuli to see blazing results in digital marketing goals and build powerful marketing creatives in the near future. 


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