As shopping behaviors change, ecommerce marketers should change how they reach new prospects, deepen relationships with customers, and measure results.

For at least some online retail businesses, this means experimenting with different marketing campaigns and activities at a strategic level and making good guesses about what might work.

It may be helpful to make a distinction between marketing experiments — or what we might call strategic marketing experiments — and marketing optimization.

There is a sense in which every marketer should always seek to optimize campaigns.

Marketers presumably want each promotion to be as effective as possible, and every sort of retail business — from a sole proprietorship to a billion-dollar omnichannel chain — should optimize.

Take the case of a brick-and-click retail business in the United States that has been in operation for more than 50 years.

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