Testing & Optimization
Measure & Improve Results Through Testing
As a marketer, you are often asked how effective a campaign or program was, if it is worth investing more in, and how it can be improved to reach your business goals. Reporting typically represents rule-based attributed results that may differ from incremental impact, and does not compare one tactic vs. another in a controlled manner.
Testing helps you understand the true value of your marketing efforts, and optimize campaigns and programs for better results. Businesses that run 15 experiments per year (versus none) see 30% higher ad performance, or 45% higher ad performance if they also conducted experiments in the year prior (source).
Benefits
Measure True Value
Isolate the causal effect that a certain treatment has on business outcomes.
Minimize Noise
Compare treatments in a controlled environment, removing outside factors like seasonality from muddying results.
Improve Results
Continuously test to identify best-performing strategies that help achieve short and long-term goals.
Types of Tests
Baseline experiments
Randomized controlled experiments help you understand the causal impact of a treatment(s) and answer questions such as:
How many sales were caused by media?
What reporting attribution window should I use in the future that most closely matches incremental conversions?
Which channel causes more conversions (sales, leads, etc.)?
What is the lift in brand awareness, favorability, and consideration from ads?
Optimization testing
A/B or multi-variate tests help you identify best performing strategies and answer questions such as:
Does broad or niche audience targeting drive better results?
Is it worth personalizing ad creative based on persona?
What is the best day/time to send out marketing reminders?
What is the optimal sequencing and frequency of ads?
Let’s measure and improve your results through testing.
Contact us today for a free consultation.