Marketing Channels · Channel selection · Component
The experiment
The deliberate unproven line, without which the mix converges on whatever worked three years ago.
The deliverable
What it is
A mix optimised entirely on known performance stops discovering anything and degrades slowly as the known channels saturate.
A small permanent experimental allocation — a few per cent — is cheap insurance against that, and it needs protecting because it is always the easiest thing to cut.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The allocation
How much is reserved for the unproven.
3 attributes: Share of budget · Amount · Protected
LearnThe tests
What is being tried, and what would count as success.
3 attributes: Test · Success threshold · Spend
LearnThe learning
What each experiment showed, including the failures.
3 attributes: Finding · Outcome · Date
Learn
Protect the experimental share explicitly. Whatever is left over is nothing in a difficult quarter.
The other components in channel selection
The channel list
What is used, for which audience, and whether it was chosen or inherited.
LearnThe fit
Whether the audience is there and whether the message survives the format — the two tests that decide whether a channel can work at all.
Learn