Note: This post is part of a 3-week blog series exploring the roots of Infinite Optimization™. To read the whole thing in one fell swoop, download the e-book.
Hope you enjoyed the road to infinite optimization. What a long, strange trip it’s been!
Over the past 16 posts, I’ve covered the infinite optimization theme from every angle and (more appropriately given the infinity loop shape…) curve.
We broke down the executive vision, market challenges, design progression, ad campaigns, and future promise.
Somehow, through it all, I never gave a single, succinct sentence defining Infinite Optimization. Hat tip to my man, Josh, for pointing this out.
Landing on the definition was itself a process of Infinite Optimization. #someta
Here are some of the versions I cycled through…
Infinite Optimization is the solution Kenshoo delivers for building brands and generating demand through digital marketing. (Connects with our mission statement.)
Infinite Optimization is Kenshoo’s unique approach to helping advertisers and agencies improve digital marketing performance. (Explains who our clients are and what we help them do at a higher level.)
Infinite Optimization is Kenshoo’s unique approach to marketing in the modern era. (A bit more provocative.)
Infinite Optimization is Kenshoo’s solution for helping marketers must navigate a complicated web to acquire, retain, and grow customers. (A bit more solutions-focused.)
Here’s where I landed…
Infinite Optimization is Kenshoo’s solution for continually improving marketing performance. (K.I.S.S.)
I floated the idea out to a few team members who suggested combining a few to really drive the point home.
So I came up with this…
Infinite Optimization is Kenshoo’s unique approach to continually improving performance in a complex marketing landscape.
“From the Kenshoo perspective, this idea of optimizing the entire customer journey and continually refining the process to achieve optimal results is what we call Infinite Optimization — a true closed-loop experience.”
I liked how this version tied in the customer viewpoint and emphasized results.
So I formed this definition…
Infinite Optimization is Kenshoo’s solution for marketers to continually improve every step of the customer journey and achieve optimal results.
Then Josh weighed in that Infinite Optimization is really more of an ideal than a solution or approach. He suggested framing it as a shared goal, nay, the shared goal.
So here’s what we’re going with (for now)…
Infinite Optimization is the shared goal between Kenshoo and our clients to continually improve every step of the customer journey and drive optimal marketing performance.
At K8 next week, we’ll be asking our clients to put Infinite Optimization into their own words… and hands!
Looking forward to sharing the outcome and continuing to iterate the message.