{"id":13593,"date":"2018-05-21T15:26:57","date_gmt":"2018-05-21T22:26:57","guid":{"rendered":"https:\/\/www.kochava.com\/?p=13593"},"modified":"2022-08-18T15:01:10","modified_gmt":"2022-08-18T22:01:10","slug":"a-b-n-and-multivariate-testing-in-push-messaging","status":"publish","type":"post","link":"https:\/\/www.kochava.com\/ko\/blog\/a-b-n-and-multivariate-testing-in-push-messaging\/","title":{"rendered":"The Role of A\/B\/n and Multivariate Testing in Push Messaging"},"content":{"rendered":"[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]Marketing is as much about retargeting as it is about user acquisition. As is commonly known, the cost to acquire a new user is much more than to retain an existing customer. Whether a marketer is re-engaging valuable users or retargeting ones at risk for churn<\/a>, crafting multiple messages to see which one drives results best is key to successful marketing.\r\n\r\nIn this aspect of marketing, push messaging<\/a> is a valuable marketing tool. While it enables marketers to reach specific audiences with personalized content, poorly executed push campaigns can also negatively influence a brand\u2019s image and a user\u2019s perception of an app. As a remedy, marketers commonly perform A\/B\/n testing, or multivariate analysis, to determine which content is most compelling to their audiences.\r\n\r\nA\/B\/n testing (where n is the number of variables being tested) can be as simple or as in depth as preferred, but it plays a pivotal role in understanding an audience\u2019s perception of marketing message better. It also allows an audience to self-select what types of messaging they prefer to see.\r\n\r\nIn-house multivariate testing can be incredibly resource intensive. Marketers often target multiple audience segments, and ideally, they would test the messaging for each. If a marketer is targeting 10 different segments, each with 10 different variants, over 100 separate iterations must be weighted, balanced, and optimized against each other.\r\n\r\nA better approach is to use a push notification system that auto-optimizes campaigns in real time based on performance. This allows a marketer to reach an audience with as many variants as they choose per audience segment, without being concerned with the time investment of manually adjusting the weights based on performance.\r\n\r\nCreating campaigns driven by auto-optimization ensures that messaging is based on users\u2019 real-time responses.\r\n

Create a data-driven push campaign<\/h4>\r\nMarketers can define an audience in Analytics or upload their own list of device IDs. Push messaging<\/a> is ideal for re-engaging users likely to churn<\/a>. When defining an audience inside the Kochava platform, marketers can A\/B test manually or choose to automate their multivariate testing.\r\n

A\/B test messaging<\/h4>\r\nTo simplify A\/B\/n testing, Kochava automatically optimizes toward the most successful message (variant), freeing the marketer to implement a large range of potential messaging variations without worrying about manually applying the prevailing message of the resulting data to their campaigns. The system has three machine learning algorithms to determine a winner. These include:\r\n\r\n\"Continuous\r\n