Multivariate Analysis - Part II

Offermatica seems to be the industry leader in landing page multivariate analysis but I just found out about another tool called "Memetrics". This is a tool owned by Accenture and uses their Choice Modeling methodology.

They claim that Taguchi, which is a linear alogorithm is not the best way to predict human behaviour. Choice Modeling takes into account trade offs and preferences. Taguchi in a linear design and is a fractional factorial science which does not understand content interactions. While using Taguchi, enough sample for 16 versions of the page are required. Memetrics and choice modeling requires only enough sample for the number of attributes that will be tested and can then run a full factorial test in less time with less sample at a higher degree of confidence than Taguchi or Optimal Design (by Optimost) can.

Memetrics is the only tool which can easily optimize multiple outcomes, weighted outcomes and even offline outcomes. Memetrics is the only solution that is not a black box but rather a fully exposed, open analytical framework.

I personaly have not used Memetrics but it seems like a new technology that can be used for Multivariate testing.

Multivariate Analysis

Multivariate Analysis is used to test multiple options at once. These multiple things could be 5 different images on a webpage, 3 different background colors of the homepage of your site or 3 different body copies for a particular offer.

Offermatica is a vendor which was acquired by Omniture which is known to help most of the clients and agencies to do multivariate analysis. One of the examples of their website does a very good job of explaining how and why this kind of Analysis is very crucial in taking the correct decision while making any changes on a website.

http://www.omniture.com/en/product_tours/offermatica/mvt

Offermatica also has a demo which explains the A/B testing for various elements on the webpage

http://www.omniture.com/en/product_tours/offermatica/ab