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2020 is very atypical and not a good time to run a "marketing off" test. Even if you did an A/B or multivariate test across different markets, you'd probably b
by nostromo 6y ago
2020 is very atypical and not a good time to run a "marketing off" test.
Even if you did an A/B or multivariate test across different markets, you'd probably be measuring local responses to Covid more than you'd be measuring Facebook marketing effectiveness.
- politician 6y agoOn the other hand, with stay-at-home orders media consumption is at an all-time high. Ads should outperform in this environment.
- mmm_grayons 6y agoThis assumes your conversion rate from media is the same. It's reasonable to hypothesize that most are significantly more reluctant to spend money in this environment.
- politician 6y agoAgreed; it depends on the product.
- CaveTech 6y agoEngagement rates are way up, but conversion rates are down. Overall a net benefit in my line of business, but it's affecting other segments different ways.
- garmaine 6y agoIt doesn't matter. The test is "should we be spending money on this in 2020", not testing a hypothetical situation where the pandemic doesn't exist.
- lalos 6y agoWith that same argument you can conclude that since 2020 is very atypical then it's not a good time to run the usual strategy of last year. Might as well switch it up, cut costs or react (in case they saw that ad clicks went up, but not the actual sales).