Your Optimization Trajectory

March 20, 2013


Successful optimization programs gather momentum over time. While we tend to focus on the trajectory of individual campaigns, I recommend tracking the trajectory of your overall program just as closely; how quickly you gather momentum will depend largely upon how well you understand how you got to where you are today. Here are a few tips to help you get started.

  • Define your measures of success. Identify primary and secondary metrics and create a process for capturing and communicating your progress with your team.
  • Before creating a forward-looking plan, take a look at past performance. Create a six-month trailing view to identify peaks and valleys as well as seasonal differences.
  • Set reasonable goals and make sure that everyone on your team is aware of how you plan to measure success. Ensure that the skill set and size of your team scales according to your growth objectives.
  • Schedule monthly and quarterly check-ins to make sure that you are on track.
  • Celebrate your success!

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