It creates a “control” and a “challenger”. Divide the sample groups evenly and randomly. Determine the sample size (if applicable). Decide how important your results should be.
Make sure you only run one test at a time in each campaign. Analyze and optimize your digital marketing performance. Optimizing your marketing in this way can help you meet your campaign objectives, whether you want to increase sales on an e-commerce site, increase engagement on your social media channels, or achieve some other goal. Like other parts of your digital marketing strategy, you must go through several iterations to ensure that you're going in the right direction toward meeting those marketing objectives.
Direct mail marketers used it to perform small tests on a fraction of their contact lists before committing to the enormous cost of printing and mailing an entire campaign. Foundations in Digital Marketing by Rochelle Grayson is licensed under an international Creative Commons Attribution 4.0 license, except where otherwise noted.
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