Journal
Testing & optimisation
New to the vocabulary? Start with the CRM glossary.
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Testing & optimisation ·
A testing cadence that survives a busy quarter
How to keep a CRM testing programme running at a steady weekly rhythm with a real backlog, honest sample sizes, one variable at a time and a decision log.
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Testing & optimisation ·
The campaign QA checklist we run before every send
The standing pre-send checklist we work through on every campaign: audience counts, rendering, links, technical checks, sign-off and the first half hour after send.
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Testing & optimisation ·
Connecting CRM activity to revenue you can defend
A practical route from campaign metrics to CRM revenue: define incremental lift, agree an attribution rule and report numbers finance will accept.
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Testing & optimisation ·
Cohort analysis that changes the roadmap
Most cohort charts get admired and ignored. How to define cohorts around a decision, read the curve in three parts, and turn a finding into work someone owns.
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Testing & optimisation ·
Marketing mix modelling for CRM teams
Why CRM sits awkwardly inside a marketing mix model, how to give it the right variables, and how to use holdouts to calibrate the model rather than argue with it afterwards.
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Testing & optimisation ·
The decision log that stops two years of tests evaporating
Two years of testing and nobody can say what was learned. The decision log we keep for CRM programmes: the fields that matter, why null results go in it, and why entries expire.
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Testing & optimisation ·
Send-time optimisation: signal or noise
Send-time optimisation reports impressive uplift and rarely survives a proper test. How to design one that answers the question, and where send time genuinely matters.
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Testing & optimisation ·
Holdout groups, or you cannot prove CRM works
Attributed revenue tells you which customers bought after a message, not which bought because of it. How to design, size and hold a holdout that survives scrutiny.
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Testing & optimisation ·
A CRM year in review that finance will read
How to write an annual CRM review that survives contact with the finance team: incremental contribution, honest costs, a test log, and targets in units they already use.
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Testing & optimisation ·
Life after the open rate
Apple's image pre-fetching broke the open rate and the new sender rules replaced it. What to measure instead, and how to rebuild reports, segments and tests around it.