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How to Test and Learn in Digital Media — Smarter Campaign Optimisation

A practical guide to building structured, repeatable testing frameworks within your digital media campaigns. This presentation breaks down what to test (channels, creatives, audiences, formats), how to design smart experiments, and how to avoid common testing mistakes like over-segmentation or invalid comparisons. We also walk through the tools and data you need to track results with confidence.

Whether you're a performance marketer aiming for better ROI or a brand strategist wanting to learn faster, this deck helps you move past guesswork and into a test-and-learn mindset. Includes NZ-specific media context, platform tips, and sample use cases across the funnel.