Home / How to Create a Learning and Testing Agenda

How to Create a Learning and Testing Agenda

learning testing research agenda

One of the most important elements of developing a great personalization strategy is determining what you know, pinpointing what you don’t, and figuring out what you want to learn. From there you’ll get to know your audience much better, and can easily refine and optimize campaigns to add more relevance and more value to your customers.

At the onset of any personalization initiative, you’ll want to create a Learning and Testing Agenda to stay focused on working through these questions.

1) Research and Learning Vision. First, at a fairly high level, document what drives your organization. What, at a high level, are you trying to accomplish through personalizing your site experience? This vision should help focus your organization on what you’re trying to accomplish, and can be used as a filter for all personalization and research requests.

2) Strategic Priorities. If they’re not documented already, write down your organization’s strategic priorities, and be sure to get buy-in from all key stakeholders. What are you trying to accomplish this year? Next year? Who are the main audiences or personas you’re trying to target from a business perspective?

3) Key Learning Questions. Create a document for each of your key personas, with 3 main sections:

  1. What do you know?
  2. What do you think you know?
  3. What do you want to know?

Within those sections you should be asking (or answering) questions like these:

  • What challenges are your customers faced with?
  • How does your brand provide them unique value?
  • How do they view your brand today?
  • What products or content resonate best with each persona?

4) Test, test, test! Once you have your Key Learning Questions, you can create campaigns designed to answer those questions and grow your knowledge base.

Developing a great personalization strategy is hard. Hopefully this framework will help your organization focus, achieve your objectives, and drive deeper relationships with your customers.

Add new comment

Plain text

  • No HTML tags allowed.
  • Web page addresses and e-mail addresses turn into links automatically.
  • Lines and paragraphs break automatically.

Filtered HTML

  • Use [acphone_sales], [acphone_sales_text], [acphone_support], [acphone_international], [acphone_devcloud], [acphone_extra1] and [acphone_extra2] as placeholders for Acquia phone numbers. Add class "acquia-phones-link" to wrapper element to make number a link.
  • To post pieces of code, surround them with <code>...</code> tags. For PHP code, you can use <?php ... ?>, which will also colour it based on syntax.
  • Web page addresses and e-mail addresses turn into links automatically.
  • Allowed HTML tags: <a> <em> <strong> <cite> <blockquote> <code> <ul> <ol> <li> <h4> <h5> <h2> <img>
  • Lines and paragraphs break automatically.
By submitting this form, you accept the Mollom privacy policy.