From the course: Agile Marketing Foundations
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Validation
- Once your agile marketing campaigns are up and running, you'll need to make sure that your analytic strategy is firmly in place to support your minimum viable campaigns or your MVCs. This is the data that will help you to clearly understand market feedback, and it will really inform future actions. I often say that the deeper, the more granular that you can go with your data, the better. Really what you're working to do at this stage is to prove or disprove those hypotheses. In other words, you have assumptions on what will work, and the data analytics will help you to validate those assumptions. There are a few different options that you have from an analytics perspective, so let's cover those here at a high level. The first is performance-based analytics. When you were defining your MVC, you developed a benchmark for performance. You also ran a series of tests, either an AB test, which has two variables running, or…
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