Here?s a strategy to answer business questions by deploying learning agendas at the center of your social marketing campaigns. It builds on John Terrana‘s recent guest post for SocialTimes on the transformational power of social advertising data.
What is a learning agenda"
Marketers know exactly who their creative is reaching on social advertising platforms and what relationships those people have to their brand. As a result, they can configure campaigns to answer strategic business questions even as they reach and surpass conventional advertising goals.
How to ensure that learning agendas are successful

Think about learning agendas over the long term: It can be compelling to try to answer a series of questions in one test through a single ad campaign. However, the best learning agendas are structured, patient and logical. This means that marketers should plan to launch a series of tests guided by learning agendas over a longer period (one year or quarter), with each test building on the last with a unique and specific insight. Configure campaigns for significance: Ensure that tests are configured with the proper variables, controls, spend and audiences to yield learnings that are statistically significant and trustworthy.
Budget time to analyze learnings after campaigns conclude: Social moves quickly. However, marketers must ensure that they have time to understand the insights that surface after a campaign concludes, executing a thorough quality analysis and ...