The Essentials Of Building A Strong Optimization Team

The Essentials Of Building A Strong Optimization Team

Connecting customers to the brand and delivering personalized experiences to them is a huge challenge to organizations. Usually, it involves stakeholders from different divisions, such as product managers, performance marketers, eCommerce managers, web analysts and online editors (in the Media industry). Not surprisingly, many organizations struggle to coordinate these responsibilities by choosing suitable champions to take ownership within the establishment to synchronize between the various stakeholders and drive these efforts toward success.

There's a paradigm shift in how companies are defining the core organizational responsibilities of personalization and optimization leaders. Today, many organizations understand that achieving great customer experiences and sustainable growth is the result of a coordinated team effort. Nevertheless, its a rough road to take, whether youre in the eCommerce, travel, media or any other industry, and there are many roadblocks to overcome in order to be successful in developing and implementing a winning optimization culture among cross-functional executives, marketing teams, product teams, web analysts, editors, merchandisers and even web developers.

The roles and responsibilities of personalization and optimization leaders require them to constantly wear multiple hats and share collaborated responsibilities with other specialized roles. In fact, generally speaking, the larger the company, the more mature, structured and formal the optimization role is.

For early to mid-stage organizations, its expedient to look at the whole personalization and optimization process from a marketing point of view. It makes perfect sense that the individuals who are responsible for the performance and revenue-generating growth also run the personalization and conversion optimization. Performance-driven roles are already ROI-focused. Reducing acquisition costs, optimizing funnels and increasing ROI are already major focal points for them.

That being said, some organizations find that allocating different stakeholders for optimization and personalization is an effective approach for their needs. While conversion optimization is definitely a part of performance-driven roles, personalization involves a more customer-centric approach. That's exactly where product managers (or dedicated customer experience professionals) should step in.

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