Let's say you've decided to start testing your marketing activations, woohoo 🤸‍♂️ 👩‍🔬 Now comes the hard part, where to start!? Here are a few thought starters to get you going:

1️⃣ Start by deciding which channel to test. Start with one and then expand your learnings to further channels.

2️⃣ Decide which metric you’d like to optimise. It’s vital to only test one thing at a time, so focus on optimising one metric only.

3️⃣ Decide your budget. I recommend setting aside testing budget, so you’re not spending too much on an initiative that isn’t proven to yield results. However, it’s equally important to set aside enough to reach statistically signifiant results.

4️⃣ Land on a timeline. Ensure you’re leaving enough time for your activation to ramp up, but also don’t let it ‘linger’. Getting to statistically significant numbers will depend on the channel, the target audience size and your budget.

5️⃣ Don’t change more than one variable at a time - this is key to gleaning clear insights.

6️⃣ Next, make sure you're applying your learnings to further channels, ad types, audiences - you name it!

7️⃣ Never stop testing! Channels change, algorithms change, demographics shift - your test results don't stay timely forever.

Keep testing to keep learning! 💪