For this case, we look at what the competitors have done, what exactly the trends in the field of social media are and we extract data from social campaigns.
We have experimented a lot with different target groups via social media. We want to investigate for new customers, new reach, how we can convert this group as best as possible, with what type of content and image.
KPI and Hypothesis
After your analysis, you clarify your expectations by means of an assumption, a hypothesis. Focus on one bottleneck or one opportunity. For the DIDI case, we think our experiment will make R&D Directors Email Lists some impact (score = 2). We are very confident that our experiment will succeed (score = 5) and we think it is a relatively simple test with a low investment of time (score = 4).
In this case, we want to test whether people react better to a product image compared to a model image with both a price in the visual. Our expectation is that a model image. Yields a better CPA than a product image.
Hypothesis = A model image provides a better CPA than a product image, because consumers feel more emotionally connected and can better imagine how the item fits around the body.
Prioritize with ICE
In the prioritization phase, you clarify which experiment you want to conduct first. You can do this using the ICE scoring model. The model consists of three parts: Impact, Confidence and Ease. With impact you assess how much impact you think your experiment will make, with confidence you assess how much confidence. You have that this experiment will succeed and with ease you look at the ease of the experiment and what. The time investment is. Which experiment is currently making the most impact with the smallest possible investment of time. And in which you have the most confidence? This allows you to assign values from 1 to 5 to experiments per part, so that you can easily compare them.