Facebook Marketing: An Hour a Day by Chris Treadaway & Mari Smith

Author:Chris Treadaway & Mari Smith [Treadaway, Chris & Smith, Mari]
Language: eng
Format: epub
Tags: General, Business & Economics, Web, Computers, E-Commerce, Internet Marketing, Social networks, Computer network resources, Social Networking, Internet
ISBN: 9780470569641
Publisher: John Wiley and Sons
Published: 2010-05-03T04:00:00+00:00

Friday: Make a Backup of Your Dashboard

once the dashboard is established, it really does become your best friend—whatever you do, don’t lose this file. it will contain all the data you need to create the insights you need to provide your colleagues on an ongoing basis, and it will answer basic questions. where have we been? is this working? what happened when i made a change? how does advertising impact our ability to attract new fans? Data from the dashboard can inform even the most routine decisions. be sure to back up this file regularly—ideally you’d be running it from a secure online/offline storage service like Microsoft Live Mesh, or you’d keep the spreadsheet in google Docs. You don’t want a catastrophic computer hardware failure to annihilate your dashboard and all the metrics you’ve so painstakingly recorded. in the example in Figure 6.8, you should record all your key metrics and extend your moving average numbers to keep them up-to-date.

as circumstances warrant, you can use this spreadsheet to create charts showing your progress or how different tactics have made you more or less successful.

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Week 3: Refine Your Campaign Using A/B and Multivariate Testing

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now that you have a functional albeit basic dashboard and you know how to create oo

an ad on Facebook, it’s time for you to send your campaign into high gear. what do beC

we mean by this? running multiple ads and campaigns makes a lot more sense when a

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you have the infrastructure in place to see how you’ve done and how you can improve.

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and that’s what you’ve built with your dashboard—a simple system for you to test wD

cause and effect. at the end of the day, you’re looking to turn your efforts into a system naM

where your every action can produce a somewhat predictable reaction.

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Monday: Learn the Basics of A/B and Multivariate Testing

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in its simplest form, A/B testing is understanding the impacts of doing things two dif-

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ferent ways. we’ll go through it in a little more detail here, assuming you are market-h 3tn

ing a Facebook fan page. For example:

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