Why should a Learning Agenda be integrated and what are the keys to success?

Article 26.01.2023
Par Adrien Ledoux

The data-centric approach is more and more limited by the structural changes in the industry. Especially changes linked to privacy with the tracking of third-party data. Collected data is becoming more volatile, less accurate and could impact advertisers’ ability to make good decisions. 

In this context, projects related to measurement are key and the Learning Agenda approach is an essential part of it. It will help to collect insights and build robust learnings for long term performance improvements on media campaigns.

Learning Agenda method

A Learning Agenda is a set of tactical and strategic questions related to different media channels. To answer these questions, it is necessary to run a series of tests using different methodologies. All of this within a predefined time frame.

 

Many advertisers already have a « Test and Learn » approach by periodically launching A/B media tests on the following topics: 

  • Brand awareness: Brand Lift Survey (BLS)
  • Conversion: Conversion/Sales Lift type 
  • ROI & Budget allocation per channel: Mix Marketing Modelling (MMM)

 

The Learning Agenda method will also gather similar testing methodologies in its execution but with a long-term approach (and not an isolated one).

 

The added value of a Learning Agenda vs the A/B Testing approach 

The Learning Agenda is a global approach both in terms of the questions to be raised and in the application of the lessons learned.

It is divided into 4 phases: 

  1. Think & design: Topics and questions definition and prioritization
  2. Testing phase and large-scale studies
  3. Results collection and meta-analysis
  4. Results tracking and actionable media best practices definition

 

What does a Learning Agenda look like?

To illustrate how the Learning Agenda works, let’s take the example of an advertiser who recently launched paid campaigns on Tik Tok social network. By taking a step back on these first media activations, a multitude of strategic and tactical questions can be raised:

  • Profitability: What is the online (and offline) ROI of media activations on this platform? How does this ROI compare to other channels?
  • Media execution: What is the ideal level of reach regarding the target and performance objectives? What is the optimal frequency (impression capping) ?
  • First Party Data: Is 1st Party Data more efficient than the interest or socio-demo audiences available on the platform? If so, how big should my audience be?
  • Creative: Is a branded ad more effective than an influencer ad? What are the creative criterias that will generate brand awareness and sales?

 

This list of questions is not exhaustive. The questions to be included in the 1st step of a Learning Agenda approach change according to:

  • the advertiser’s business model 
  • people involved in the project 
  • the project’s timeline

 

Finally, these questions will also be asked on other more mature digital channels such as Facebook (Meta), Youtube (Google) or Amazon. Therefore, it’s key to integrate the Learning Agenda method to optimize media performance at a global level.

Learning Agenda : what are key players for this approach?

The synergy between 3 main actors are necessary to successfully orchestrate a Learning Agenda:

  1. The Advertiser: this actor’s vision of the market and the product is essential in arbitrating and prioritizing actions to meet strategic goals 
  2. The Media Platform: the account manager will provide the platform and technical knowledge to address Data and Measurement topics
  3. A Media & Data-Analysis consultant expert : this is an essential role in framing and deploying the project. This actor’s knowledge of the media will allow him to make the link between the advertiser and the platform. The data-centric approach is essential to collect, aggregate and analyze results. Finally, the consultant will provide recommendations and best practices with an objective and independent approach.

 

Deploying a Learning Agenda : our methodology

 

To deploy a Learning Agenda for our clients, we usually use a 4 steps methodology. Each step helps in optimizing media performance through the Learning Agenda. 

 

  1. Helping advertisers define the main topics and questions to be addressed and prioritize the media hypotheses to be tested.
  2. Communicate the results of step 1 to media buying platforms. This helps to harmonize the level of information and to involve all the partners necessary for the proper set up of this process.
  3. Build the different « test designs » and share the methodology to ensure the correct campaign setup (Quality Test Design Check).
  4. Consolidate and track results from analyses of multiple campaigns orchestrated with the Learning Agenda framework in order to present strategic recommendations. 

 

These 4 steps are implemented in a personalized approach for each of our clients to adapt the Learning Agenda according to a specific scope: Learning Agenda for Acquisition, Learning Agenda for a dedicated channel or for a dedicated media buying platform. 

 

Learning Agenda : what are the benefits?

 

The Learning Agenda is a solid methodology whose first mission is to optimize the performance of media campaigns. Using this methodology will also allow you to :

 

  • better frame your test protocols in order to get better results
  • industrialize your tests and track them in order to accelerate your performance optimization process
  • achieve better readings of your test results to make decisions for a better profitability and incremental revenues
  • gain maturity on the functionalities and uses of the different media buying platforms 

 

To conclude, in order to go further in optimizing your media performance, you need to set up a measurement methodology that takes a step further than a post-click mindset based on cookies: launching a Learning Agenda methodology is strategically essential.

 

With a convergence of Data and Media expertise, our consulting company can help you on a Learning Agenda implementation. If you wish to go further and consult our case studies on the subject, do not hesitate to contact us via the following form.

Par Adrien Ledoux

Consultant Senior Media x CRM