Answer the questions below to demonstrate your knowledge of testing and optimising marketing performance.

When answering the questions, make sure you:

• Answer all parts of each question

• Use your own words and give examples wherever possible

• Keep in mind the quality of your answer is more important than how long it is

• Enter your answers in this document

• Acknowledge and cite any sources used

2B. QUESTIONS

Question A1

For each of the marketing channels below, give at least two examples of different variations that could be tested against each other.

(80-160 words)

Your answer:

	Examples
Email marketing
Social media
Paid search advertising
Display advertising

Question A2

Explain the difference between A/B testing and multivariate testing.
(50-100 words)

Your answer:

Question A3

Describe techniques that can be used to make sure a marketing test is effective and well planned.

(50-100 words)

Your answer:

Question A4

1. Explain why it is important that marketing tests are statistically significant.

2. Identify one tool you can use to help you determine if the results of a test are statistically significant. Briefly explain how you can use this tool.

3. Describe how you could seek advice from specialists to ensure complex marketing tests are statistically significant.

(80-160 words)

Your answer:

3. TASK B – PLAN FOR TESTING

3A. INSTRUCTIONS

In Task B, you will review the results of a brand’s previous testing, then propose two new tests that the brand can run to improve its marketing performance. Over Tasks C and D, you will implement these tests and review their results.

For Tasks B, C, and D, you may either:

• Use the provided case study, OR

• Use your own workplace

IF YOU ARE USING THE CASE STUDY

If you are using the case study, make sure you read the Case Study Information document provided before starting the questions below.

IF YOU ARE USING YOUR OWN WORKPLACE

If you are using your own workplace, you must make sure you have access to relevant documentation and resources. This includes access to:

• The result of at least two tests the brand has run previously

• At least one digital marketing platform you can use to run tests within a three-week period

• Budget for running tests

• At least one stakeholder

You will also be required to provide evidence of your work and relevant documentation as your progress through Tasks B-D.

	GAIN APPROVAL FOR USING YOUR OWN WORKPLACE If you wish to use your own workplace for the following questions, you must discuss this with your trainer. Make sure you receive approval from your trainer to use your own workplace before starting Tasks B-D.

3B. QUESTIONS

Question B1

Identify the company or brand that you will be using for Tasks B-D.

If you are using your own workplace, also:

• Provide a brief description of the company and what it does (50-100 words)

• Identify the brand you will focus on over Tasks B-D and provide a brief description of its digital marketing (50-100 words)

	A NOTE ON USING YOUR OWN WORKPLACE You are to run two different A/B (split) tests. You must be able to run these tests and collect adequate data within a timeframe of 3 weeks. You may use digital marketing channels and platforms of your choice. You are encouraged to take advantage of those that your workplace already uses. For example, you may choose to test different versions of: Landing pages Website pages Email campaigns Social media ads, such as those that run on Facebook, Instagram, LinkedIn or TikTok Paid search ads Display ads, including YouTube ads When selecting which channel and platform you use, make sure you consider how you can make sure your test reaches enough people to make the results meaningful. It is recommended that each test that you run achieves a reach of at least 1,000. If you are working on a smaller brand, a cost-effective way to achieve this reach could be to use social media or paid search advertising. You must also have access to: The result of least two tests the brand has run previously Budget for running tests – this could include budgets for items such as: Media (advertising) spend Producing creative, such as videos or landing page designs Technologies needed for testing, such as tracking tools or landing page software At least one digital marketing platform you can use to run tests, such as a brand’s Facebook advertising account or email marketing system

Your answer:

Question B2

Review two previous marketing tests the brand has conducted. For each test:

• Describe what the test was, including what channels the test ran on and what variables were tested

• Summarise the results that were achieved

• Identify at least one learning from the test that the brand could apply to future tests

• Describe at least one future test the brand could run that builds upon the results of this test

	IF YOU ARE USING YOUR OWN WORKPLACE Also provide evidence of the tests, such as by providing screenshots of results or attaching a copy of a testing report.

(Answer in 100-250 words using the tables below)

Your answer:

Testing review

Brand:
Date created:

Test 1

INSTRUCTIONS: Use the tables below to review a marketing test
the brand has conducted in the past.

Description of the test:
Summary of test results:
Learning(s) gained from the test:
Future test(s) the brand could run to build upon this test:

Test 2

INSTRUCTIONS: Use the tables below to review a second marketing test
the brand has conducted in the past.

Description of the test:
Summary of test results:
Learning(s) gained from the test:
Future test(s) the brand could run to build upon this test:

Question B3

Create a proposal for two new A/B tests the brand could run to help improve its marketing performance. Make sure your proposal:

• Identifies the purpose of new marketing tests

• For each test, outlines:

  • The hypothesis to be tested

  • The variables that will be tested – for example, these could be headlines, subject lines, calls to action or creative

  • Which channel and platform will be used

  • The timeframe for the test

  • Three success metrics that can be used to evaluate results and help ensure the tests are statistically significant

• Details the budget required for each test

• Describes what approaches will be used to ensure the tests are statistically significant

Make sure your proposal considers the requirements that the brand has for testing.

(100-300 words)

Your answer:

A/B Testing Proposal

Brand:
Date created:

Introduction

INSTRUCTIONS: Describe the purpose of new marketing tests.

A/B Test 1

INSTRUCTIONS: Outline your first A/B test. Make sure you describe its hypothesis, variables, channel, platform, and timeframes. Also detail three success metrics you can use to monitor and evaluate the performance of the test.

The hypothesis to be tested:

Variables to be tested:

Channel and platform to be used:

Timeframes:

Success metrics:

Metric 1:
Metric 2:
Metric 3:

A/B Test 2

INSTRUCTIONS: Outline your first A/B test. Make sure you describe its hypothesis, variables, channel, platform, and timeframes. Also detail three success metrics you can use to monitor and evaluate the performance of the test.

The hypothesis to be tested:

Variables to be tested:

Channel and platform to be used:

Timeframes:

Success metrics:

Metric 1:
Metric 2:
Metric 3:

Budget

INSTRUCTIONS: Outline what budget will be required for the marketing tests. Make sure you identify the overall budget required. Also, outline what budget is needed for specific items. For example, these specific items could be advertising costs for test 1 or production costs for making a video.

Statistical significance

INSTRUCTIONS: Describe what approaches will be used to ensure the tests are statistically significant.

Question B4

You now need to seek and obtain approval for your proposed A/B tests.

IF YOU ARE USING THE CASE STUDY You are to role playing being a Digital Marketing Manager at Sustainable Click. You are to meet with Georgina, the Marketing Director at Sustainable Click. This position can be role played by your trainer, friend, family member, another student in your unit or a work colleague. To enable them to play this role, you will need to provide them with the briefing instructions provided in the appendix of the Case Study Information document. Use the meeting to present your proposal for new A/B tests. Then seek and gain approval for your tests. After the meeting, record notes of what was discussed. Also provide evidence of the approval you have gained, such as in the form of a link to a video recording of your meeting or a signed proposal document. (50-100 words) IF YOU ARE USING YOUR OWN WORKPLACE Provide evidence of how you have sought and gained written approval for your proposed A/B tests. You may provide evidence in form such as an email screenshot or a signed proposal document.