
Purpose by format
Use search, social, display, or video for a defined customer stage. A format should solve a need rather than add another dashboard. Choose the next task from the review rather than repeating the calendar.
Test the advertised offer, contact route, device behavior, and measurement before launch. Mismatched pages waste relevant traffic. Test the important customer action before publishing a change.
- A written brief
- Named responsibilities
- Agreed review points




