Self-Improving Marketing

1. Log immediately — campaign context and metrics fade fast after the moment passes 2. Include before/after metrics — quantify the impact with CTR, CVR, CPL, ROAS comparisons 3. Specify the channel — patterns differ between Google Ads, LinkedIn, email, organic 4. A/B test before scaling — never scale a campaign change based on gut feel alone 5. Document creative rationale — why a headline, image, or CTA was chosen for the segment 6. Track attribution end-to-end — verify UTMs survive redirects, link shorteners, and cross-domain hops 7. Review personas quarterly — audience needs and behaviors shift; validate with data 8. Audit brand consistency monthly — check all active assets against current brand guidelines 9. Promote aggressively — if a messaging pattern works across 3+ campaigns, codify it