How do you incorporate media testing and experimentation into your media evaluation process?

由人工智能和领英社区提供技术支持

Media testing and experimentation are essential for optimizing your media strategy and measuring your return on investment (ROI). But how do you incorporate them into your media evaluation process? In this article, we will explain what media testing and experimentation are, why they are important, and how you can use them to improve your media performance and learn from your results.

此文章中的业界达人

由社区从 4 条内容中精选。了解更多

James Albert Silvoza

42x Linkedin Top Voice ? 18k+ Followers ? Short Form Editor ? Long Form Editor ? UGC Editor? VSL Editor ? Podcast…

1 个答复
Federico Alcazar

Ayudo a emprendedores a potenciar su marca personal en Linkedin
Ahlem Mahroua ??

? Go to market and growth strategies for innovative industries | ?? ex-Google | ? 0 to €13M ARR in 4 Years | ?? Gaming…

1 What are media testing and experimentation?

Media testing and experimentation are methods of comparing different media options, such as channels, formats, messages, audiences, or budgets, to see which ones perform better for your goals. Media testing can be done before, during, or after a media campaign, depending on your objectives and resources. Media experimentation is a more rigorous and scientific form of media testing, where you use a control group and a test group to isolate the effect of one variable on your media outcomes.

添加您的观点

James Albert Silvoza

42x Linkedin Top Voice ? 18k+ Followers ? Short Form Editor ? Long Form Editor ? UGC Editor? VSL Editor ? Podcast Editor ? Graphic Designer
举报内容
I incorporate media testing by regularly running A/B tests on various elements, such as ad creatives, messaging, and formats, to see which versions resonate best with the audience. This helps optimize campaigns in real-time and ensures that marketing efforts are data-driven and effective.

已翻译

赞
Ahlem Mahroua ??

? Go to market and growth strategies for innovative industries | ?? ex-Google | ? 0 to €13M ARR in 4 Years | ?? Gaming ? Tech ? EdTech
举报内容
Increasing the ROI of marketing activities is a key skill when it comes to media marketing. As such, beyond simple measurement, another skill to master is Media testing or A/B testing. In my experience as marketing manager, you would incorporate media testing as early as possible in the process. Let's take the example of emailing: by using an emailing tool such as Hubspot marketing, you can set variables to serve message A to audience A, and message B to audience B. After the campaign, you would see a clear reporting including relevant metrics. These metrics will in turn help you evaluate which message resonated best with your stakeholders. And that's how you'd iterate on your media marketing plan to get the best ROI possible.

已翻译

赞

2 Why are media testing and experimentation important?

Testing and experimenting with different media options can be beneficial to your media strategy and allocation. Through this process, you can identify the most effective and efficient media mix for your target audience and goal, optimize your media creative and messaging to increase engagement and conversion, monitor and measure your media performance and ROI over time and across platforms, as well as learn from your results to apply your insights to future media campaigns.

添加您的观点

3 How do you use media testing and experimentation?

To use media testing and experimentation, you should follow a systematic process that involves defining your media objective and hypothesis, designing your media test or experiment, implementing it in the real world, analyzing the results, and applying your learnings. You need to consider what you want to achieve with your media campaign and how you will compare different media options and measure their impact. Additionally, you should ensure validity and reliability of your data, control for external factors, interpret and report the data, use your findings to improve your media strategy, take action based on the results, and share learnings with stakeholders.

添加您的观点

Susan Coelius Keplinger

CEO at Force of Nature | Performance Marketing at Scale
举报内容
Use a structured approach: start by defining your goals, select variables to test, and choose a control group. Implement A/B or multivariate testing to compare results. Continuously monitor and iterate based on performance, and apply learnings to future campaigns for optimized outcomes.

已翻译

赞

4 What are some examples of media testing and experimentation?

Media testing and experimentation can be used for different media objectives and variables. For example, A/B testing compares two versions of a media element, such as an image or headline, to determine which one yields more clicks or conversions. Multivariate testing compares multiple combinations of media elements, like different layouts or colors, to identify the best performing combination. Split testing divides the audience into two or more groups and exposes them to different media options, such as channels or formats, in order to determine the highest ROI. Randomized controlled trial (RCT) is the most scientific form of media experimentation, where you randomly assign your audience to a control group or a test group and measure the effect of a single media variable on your objective. Tools like Google Optimize, Adobe Target, and Google Ads can be used to run these tests.

添加您的观点

5 What are some best practices for media testing and experimentation?

To ensure the success and validity of your media testing and experimentation, you should have a clear and specific media objective and hypothesis, choose the right media variable and metric, use a large and representative sample size, run your media test or experiment for a sufficient duration, and test one variable at a time. This will help you design and implement your media test or experiment effectively, measure the impact of your media test or experiment accurately and meaningfully, increase the confidence and generalizability of your media test or experiment results, account for any seasonal, temporal, or contextual factors that may affect your media performance and results, and isolate the effect of your media test or experiment.

添加您的观点

Federico Alcazar

Ayudo a emprendedores a potenciar su marca personal en Linkedin
举报内容
Integrar pruebas de medios y experimentación es fundamental para optimizar estrategias. Al comenzar, establece hipótesis claras sobre canales y mensajes. Implementa pruebas A/B y multivariadas para comparar variables clave, desde creatividades hasta plataformas. Utiliza métricas relevantes, como tasas de conversión o retorno de inversión. La experimentación continua proporciona datos valiosos para ajustar estrategias en tiempo real. A través de este enfoque, se logra una evaluación dinámica y basada en datos, permitiendo la adaptación constante y mejorando la eficiencia y efectividad de las campa?as de medios.

已翻译

赞

Media Marketing

+ 关注

给文章评分

我们借助人工智能创建了此文章。您认为这篇文章怎么样？

很棒不太好

举报此文章

查看全部

How do you incorporate media testing and experimentation into your media evaluation process?

1

2

3

4

5

1 What are media testing and experimentation?

2 Why are media testing and experimentation important?

3 How do you use media testing and experimentation?

4 What are some examples of media testing and experimentation?

5 What are some best practices for media testing and experimentation?

Media Marketing

给文章评分

感谢您的反馈

更多Media Marketing相关文章

更多相关阅读内容