An improved method of evaluating and optimizing marketing campaigns utilizes first-party cookies to facilitate split testing. Users are assigned to control or treatment groups to assess the relative effectiveness of two different approaches. Marketers can produce precise, granular estimates of the ROI of a particular campaign by combining content optimization and marketing optimization in the context of evaluating campaign strategy.
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Cai, Chao, "Using First-Party Website Identity for Remarketing Attribution and Optimization", Technical Disclosure Commons, (November 30, 2015)