• Review Adobe Target: Test & Target, provided in this week's Learning Resources.
• Review The Ultimate Guide to A/B Testing, provided in this week's Learning Resources.
• Review A Field Guide to the 4 Types of Content Marketing Metrics, provided in this week's Learning Resources.
• Review the case study, Online Marketing at Big Skinny, provided in this week's Learning Resources. The case study will be the focus of this Application Assignment.
• Using this week's Learning Resources, develop a digital marketing testing plan that would help Kiril evaluate the success of taking one of the following actions:
  • Option 1: Hand more web sales to retailers like Amazon
  • Option 2: Draw consumers to his website via search engines
• Consider the following when designing your testing plan:
  • Benefits of each option
  • Rationale for the testing plan that you select and develop to test each option
  • Metrics required to determine a successful outcome
  • Measurement framework within your plan
• Determine one option as a winner and explain the associated actions that you would take.

By Day 7

Submit a 2- to 3-page digital marketing testing plan, including the following:

• Explanation of why testing should be planned and goal-driven
• How you tested each option and why
• Which option you selected and why
• What actions you would take next and why

Use APA format to provide specific references to any resources.