Testing and Profiling are two important concepts for data-driven marketers.
First, you will be shown the three key components of formulating an Enterprise Testing Strategy, and also discuss the creation of campaign dimensions and taxonomies. Next, we’ll discuss testing metrics and benchmarks – in other words, the statistics that are used to evaluate the results. We’ll also cover Experimental Design which refers to the methodology used to conduct an accurate test.
In addition, you will also be introduced to profiling – a technique that helps marketers better understand their data and thus make informed decisions. Here we will review groups that marketers could compare, establishment of dimensions on which to compare the groups, selection of metrics to evaluate results, different types of profiles, and finally, visualization and statistic used to evaluate results.
By the end of this course, you should be able to create your own marketing tests in any one of five channels – website, email, social, video, and direct mail.
This module is the fourth in a six-part series entitled: “CRM Implementation: Merging Data & Insights”. This module can be taken either as a stand-alone course or as part of the series.
- Components of formulating an enterprise testing strategy
- Campaign dimensions and taxonomies
- Testing metrics and benchmarks
- Univariate and multivariate experimental designs for testing
- How to create marketing tests by channel
- Profiling to understand data and make better decisions