There are two types of newbies: the “It doesn’t work” and the “I know it all.”

Both are equally dangerous when it comes to talking about channel results. The first group will tell you that they promoted a post, but a few people responded. The other group will excite you up with the stellar results they are getting from Facebook.

They have one thing in common: they don’t know what they are doing.

If you ask them what did they learn, they will go blank. The reason is that they don’t know how to conduct A/B tests with different audiences and creatives; how to break down metrics by dimensions and optimize around top performers. They don’t know about touchpoints or attribution models.

It is possible that with all your knowledge you won’t get the same results as the lucky “I know it all” group. They just found a combination of audience and creative that works.

What it will set you apart is that you are learning from your experiments: you know that audience A likes to play your mobile game in the morning using tablets, and if it were any different, they would be audience B.


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Leo Celis