What are the differences between the sequence in which tactics go live and the sequence in which they end?
1 Answer
Erika Barbosa
Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • January 11
This may be an unpopular opinion, but I don’t believe there is one set way in which tactics should go live and end. I prefer to tailor this based on the mix of tactics, seasonality, goals and desired outcomes. How are you measuring these tactics? Are you measuring them or is this more of a creative brand play?
The key to this is to customize based on the strategy. I don’t recommend approaching this from a “one-size-fits-all” perspective. If you are doing true measurement, think about how the sequence of tactics impact one another as well. How do you want to approach the lift measurement?
Lastly, it’s about assessing the experiment and then responding based on the results. See how a set sequence just would not work?
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