Alberto has been researching what makes a user-focused organisation a successful one. During this research, Alberto has come to realise that everyone plays a part in optimising the user experience on an ongoing basis. What is the marketer's part in optimising the user experience on an ongoing basis?

The marketer's primary role in ongoing UX optimization is to apply optimization principles to their domain: advertising. This involves running A/B tests and multivariate tests on ad creatives, landing pages, targeting, and messaging across various advertising platforms (e.g., Google Ads, social media ads). The insights gained from these tests directly inform and improve future advertising campaigns, contributing to a better user journey from initial exposure to conversion. Aligning with developers is a collaborative effort, but the marketer's specific part is not solely creating test options. Supporting and encouraging testing and enabling budgets are management or leadership roles, not the direct optimization task of a marketer. Implementing tracking and sharing data are crucial, but these are foundational activities that enable optimization, rather than the optimization itself.