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The Community Managers Playbook:How to Build Brand Awareness and Customer Engagement by Lauren Perkins

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CHAPTER10

Performance Tracking and Measurement

Now that you know how to test, it’s time to put that testing into action. If you did the exercises in the previous chapter, you have already completed a single experiment. That experiment will provide a foundation for some of the things you’ll be learning in this chapter.

A single experiment is helpful, but it won’t really tell you much about your business until you’ve had time to iterate. We’ve talked about iteration already—it’s the process of repeated testing to achieve optimal results. An environment of continuous testing allows you to refine your approach and maximize outcomes.

Testing strategies should be based on clearly defined metrics that you can defend. In order to create actionable plans ...

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