Multivariate groups give users the ability to link multiple landing pages to one advertisement. Marketers use this to compare the success of one promotional page over another.
Snapshot of uses:
- Ability to redirect web traffic on-the-fly to particular promotions (before, during or after a mailing).
- Quickly and easily swap promotions that are static (such as banners or text links).
- Quickly change/divert new traffic from ads that have already been mailed to point to a more successful promotion.
- Analyze split data pre and post traffic diversion for historical reporting.
- Ability to better monetize external paid placements by diverting traffic to the effort with the best performance.
- Ability to perform some split marketing tests without needing to mail multiple pieces of content/mailings.
Users have the ability “automate” or “manually” control the percentage split between the various promotions that are tied to each Multivariate ID. The Multivariate ID is the term used to describe the common ID between grouped efforts. This is controlled by manipulating the split percentage on the effort level. You can now make decisions on how the web traffic should be diverted by using the revenue/order data for each effort tied to a particular multivariate id.
