1. A computer system comprising: a module for conducting an experiment using experimental content to determine effectiveness of communication content in accordance with a schedule comprising a first set and a second set of time periods, the experiment conducted using the first set of time periods; and a module for executing, while conducting the experiment, a machine learning routine (MLR) using MLR content to enhance an effectiveness metric in accordance with the schedule, wherein: the machine learning routine comprises one or both of an explore routine associated with explore content and an exploit routine associated with exploit content; for experimental content that are related to either of explore or exploit content, using the second set of time periods for the explore or exploit routine; and for experimental content that are unrelated to either of explore or exploit content, using at least some of the first set of time periods for the explore or exploit routine.