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.