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• Source → Results tell you what is the result, but not why you have it and what to do to improve it
  For example: My return on ad spend is very law low for one of my key brands and therefore the Google algorithm doesn’t allocate much budget to it. What should I do?
  

• Behaviors → Results are hard to put into context and it is quickly hard to know if you are addressing a situation which can be improved
  For example: My mobile conversion rate is much lower than my desktop conversion rate and I invested months of work to try to improve it until realizing this is the case for most e-shops

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Step 4: Targeted Testing: Data, Process & Visual

Here we speak of the set-up of a targeted testing a change which could be of the following types

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Data
we are changing/extending the calculated data to operate a change
example: create margin groups to change the campaigns of Google Ads and change the source

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As a result of Step 3, most of your optimization ideas are likely to belong in one of 3 groups:

• Data
  These are the best kind (at least for data scientists). Basically it means that the change you want to test requires no change in your processes (IT or otherwise) and can be done behind the scene.
  This is the case for example of any algorithmic or rule-based change in the sorting / selection of products in product listing or product recommendations. The change simply modifies what product will appear in which context and to whom.
  The typical Data change consists of an data processing in BigQuery which results in pushing data to the Boxalino Lab (which are then automatically uploaded in Boxalino Real-Time Platform) and then to configure the Boxalino Admin to make usage of these new data, typically in an A/B Test.
  

• Process
  we are changing/improving the management of our e-shop based on new analytics
  example: we are improving our stock management process based on the information of the most viewed product with non optimal delivery times
  

• Visual
  we are chaning what the user sees on the web-site
  example: We are making a visual change on the page to show similar recommendations higher on the pagechanging what the user sees on the web-site
  example: We are making a visual change on the page to show similar recommendations higher on the page
  

• Hybrid
  This is a very common case typically when both Data and Process or Data and Visual are both needed together in a change, or even all 3 together
  example: create margin groups to change the campaigns of Google Ads and change the source
  A data change is required, but also a structing of your Campaigns which is a change in your processes
  

About Targeted Testing:

• Testing
  If possible, we do the change as a test (if possible an A/B Test) to have a direct causal understanding of the effect of the change
  

• Targeted
  we are doing the testing in a targeted way if possible, which might mean “personalized” either individually or in a customer segment but can also mean we are implementing the change a segment of the product sortiment

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