Testing and Optimization
Developing a solid test and learn plan is critical to success in all marketing efforts. The main challenge in testing is resisting the urge to “test everything” immediately. Taking a measured and logical approach to developing the test and learn plan will enable you to test the most critical elements first (the ones with the most bang for your buck) and expand out from there. Another key element of the test and learn plan is defining the measures of success and ensuring the infrastructure is in place to enable those measures. We believe testing provides the backbone for optimization and when done properly can drive significant change that leads to success.
Core elements of Testing and Optimization are:
- Prioritization of focus areas to test
- Identification and definition of success measures
- Infrastructure analysis to ensure proper measurement
- Insights and recommendations
- Development of an action plan based on insights