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Creative
Creative Testing
The practice of running creative variants against each other to establish which performs and, ideally, which element caused the difference. Distinct from optimisation, which shifts budget to a winner; testing is about producing a transferable lesson.
Why it matters
Most creative programmes generate winners without generating knowledge. If a test cannot tell you which element worked, next month's creative starts from zero again.
In practice
Vary one element at a time against a fixed control, and record the result against a shared element vocabulary so results accumulate.
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