Scalable multi-channel content distribution and optimization using peer comparison

A method of data processing includes identifying a segment of entity identifiers that are associated with a target tenant and correspond to a set of clients that are to receive at least one content object via a first channel of a plurality of supported channels. The method includes modifying a feature associated with communication of content for a test subset of the segment relative to a control subset of the segment, determining a first metric corresponding to the control subset and the test subset in association with the communication of the content via the first channel and a second metric associated with the target tenant over a second channel of the plurality of channels. The method includes comparing the second metric to a metric associated with a peer group of tenants, and adjusting subsequent communications for the target based at least in part on the comparing and the first metric.