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This chapter is from the book

This chapter is from the book

Best practices

Quite a bit was covered in this lesson, but I wanted to outline a couple of best practices that I have learned in my many years working with organizations helping them grow their optimization program and allowing them to get the most out of their testing platform:

  • Activity naming: You have many ways to approach naming an activity, but organizations generally find it helpful to establish clear and concise conventions for doing so. Activity naming conventions allow users to quickly understand what an activity is for and its current state (whether it is a live activity or one being used for quality assurance purposes). A great example of an activity name is: Home Page Hero A/B – LIVE 3/15/2014.

    This descriptive name communicates that the activity involves the home page, its status (in this case, LIVE), and the date the activity started. All of this information is helpful and allows for quick and easy interpretation, which is essential when your organization has dozens of activities taking place simultaneously.

  • Copying activities vs. re-creating them from scratch: Creating an activity takes comparatively little time, but considerable strategic thought goes into defining success events and the segments for analysis. That brain trust is worth preserving. Creating a copy of an activity allows organizations to maintain the same success events and segments for every activity that is copied from a previously created activity. This capability helps organizations realize standardized visibility into how every activity impacts different success events. Many organizations find nice little surprises in the analysis by including the same events across all their activities.

    These little surprises will include discovering how some activities impact some key success events, while other activities have more impact on other success events. The surprises are the knowledge that Adobe Target users get by standardizing the segments and success events to include in all activities so that every activity maintains the same success events and segments.

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