Qubit: Study Reveals Ecommerce Move toward Continuous Optimization

Continuous optimization (CO) seen as essential strategy for success, but implementation challenges exist

LONDON--()--Read the Forrester study on Continuous Optimization http://bit.ly/1FTVw59

“We live in a data-driven economy, but that data is useless if it rests in data dead-ends, or is not properly analyzed to ensure optimal customer engagement”

Qubit, a leader in global ecommerce technology, today released, “Optimizing the Digital Customer Experience,” a March 2015 commissioned study conducted by Forrester Consulting on behalf of Qubit. The report focuses on the growing need for continuous optimization. Continuous optimization is a strategic, analytics-driven approach that leverages customer insights and is focused on constantly learning from and optimizing every customer engagement to enhance the overall customer experience.

Qubit and Forrester surveyed 150 marketing and ecommerce business leaders in the UK, France and Germany and the US to evaluate the current state and strategies of organizations, and how they are moving toward delivering on the essential components of continuous optimization. The study revealed key components of the state of continuous optimization that include a unified technology architecture and customer profile. Even though continuous optimization strategies enable competitive differentiation, 76 percent of the marketing leaders surveyed indicated that the majority of their digital customer engagements are not optimized today. Respondents identified the following challenges:

  • Finding the right digital technology provider: 51 percent of those surveyed said finding the right technology partner was their biggest challenge.
  • Poorly integrated legacy systems: 43 percent indicated that one of the biggest challenges they face when executing their digital customer experience strategy is poorly integrated legacy systems.
  • Disjointed key performance indicators (KPIs) between lines of business: 40 percent of respondents said conflicting KPIs between departments stifle executives of their customer experience strategy.

At the same time, 89 percent of survey respondents indicated they have plans to connect and optimize engagements to deliver richer customer experiences in the next 12 months. The study details how organizations can overcome implementation challenges by creating and continuously assessing a digital customer experience road map. It also identifies the ways in which companies with mature continuous optimization strategies have reached that point.

“We live in a data-driven economy, but that data is useless if it rests in data dead-ends, or is not properly analyzed to ensure optimal customer engagement,” said Graham Cooke, founder and CEO of Qubit. “In order to deliver a 21st Century customer experience, ecommerce businesses must understand the evolution of their customers’ needs throughout each customer’s lifecycle. Continuous optimization is a strategic investment toward creating a lifelong relationship with each customer.”

To view the full study and download it for free, please visit http://www.qubitproducts.com/research/forrester-optimizing-digital-customer-experience

About Qubit

Founded in 2010 by four ex-Googlers, Qubit provides a blank canvas for businesses to deliver their big ideas. Built around the needs of omnichannel businesses, its technology integrates analytics, segmentation, A/B testing and web personalization to deliver market-leading information about customers’ interactions with a company’s digital touchpoints. Businesses can use these insights to identify patterns of behaviour that drive onsite revenue and fuel innovation to meet the evolving and real-time demands of today’s consumer. Qubit is trusted by leading ecommerce businesses including Staples, Jimmy Choo, and bebe. Headquartered in London, Qubit has offices in New York, San Francisco and Paris.


Mark Choueke
Global Communications Director
Tel. 07832 139827

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Release Summary

Forrester Thought Leadership Study urges ecommerce brands to adopt 'Continuous Optimization' in order to deliver 21st Century customer experience