Digital marketing has many benefits compared to traditional channels. However, many digital marketers leverage only half of that duo...and often make only one choice when reviewing campaign data.
Optimization requires not just measurement, but also informed action based on data insights. Without that, digital marketing efforts become a gamble, like throwing darts with your eyes closed.
There is a natural tendency toward tinkering—making minute adjustments to several aspects of a campaign without isolating changes. This can dilute the clarity of results.
Tests have to be conducted thoughtfully, with only a few choice attributes adjusted. Only then will you know which change to cascade.
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