• MarketingSherpa, Monday, June 17, 2013 12:14 PM

Test and measure campaigns frequently. What didn't work a year ago may work today. Ashley Hanania provides three barriers to test planning: the legacy barrier, the false confidence barrier, and the historical barrier. She takes us through each to explain why marketers should avoid them. For instance, don't automatically think a change that occurred one year ago hasn't changed again. That's why she recommends going back to retest processes or keywords that may have produced undesirable results last time. Read the article here.

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