Multivariate Messaging
Rather than trying to guess what creative delivers the best results, why not let your best performing creatives reveal themselves to you?
Running a Multivariate Test allows you to run multiple creative versions across the same campaign and learn from the performance during and post campaign.
What’s needed to work
1. Decision Matrix
A decision matrix is a list of audiences to be prospected, and the pieces that will appear dynamically in the creative that are related to each audience.
Decision Specs
| Preferred Delivery Method | XLS, CSV |
2. Creative
There are two types of creative elements needed for dynamic creative:
Creative Master
This is a shell that sets out the look and feel of the creative, and will contain all of the static assets
Creative Assets
These are the specific pieces that should be dynamically slotted into the creative.
| Existing Media Files | .psd or .ai |
| Fonts | .otf or .ttf |
| Logos | .png, .jpg, .psd or .ai |
| Images | .png, .jpg, .psd or .tiff |
| Animation | storyboard, existing html5, or written concept |
| Copy | Approved copy only |
| CTA | Approved CTA only |
SLAs
Creative Design
| Initial Design | 5 days |
| # of Revisions | 2 max |
| Revisions Turnaround | 48 hours |
Creative Development
| Initial Development | 5 days |
| # of Revisions | 2 max |
| Revisions Turnaround | 48 hours |
Asset Mapping
| Creation | 5 days |
Creative Trafficking
| Review and trafficking | 48 hours |