An essential aspect to A/B testing - create (measurable) outcome suppositions during the initial planning sessions. Build your messaging and media variables to prioritize those suppositions – keeping the A/B variables very lean and well-defined. The campaign results will quickly give you hard and specific data per tested variable, step-by-step. Rinse away the variables that under-perform, repeat (and improve) on the messaging and media that met and exceed your suppositions' expectations.
As a simple guideline, remember that the letter A and the letter B are right next to each other. It’s not A/Z testing, with 24 variables squished in.
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About Bradley:
"Bradley Smith delivered the highest ROI (Return-On-Intelligence) of any marketing officer PR Newswire ever hired.
The quality and quantity of work he creates – ranging from macro strategic messaging to the micro-level of his industry-leading blog to the complete rebranding of our compliance services division is overwhelming. Inventive and relentless, Bradley has a creative mind underpinned by drive and resourcefulness. Simply put, he gets things
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Sarah Skerik
VP of Marketing ~ SurePay, a division of PayChex
https://www.linkedin.com/in/sarahskerik
PROFESSIONAL HISTORY: Vice President, Strategic Communications ~ PR Newswire