Elasticity Multi-Channel Research Validation 
ANNUITAS
OCTOBER 15, 2020
While these metrics can be a valid part of a strong demand marketing strategy, they don’t tell the whole story. And because you aren’t measuring the specific impact of engagement channels and content, you can’t be sure that the marketing campaign you’re going to execute will be successful or not. Brand Awareness.
Convert
SEPTEMBER 20, 2022
Rather than a “multivariate” test, however, I’d consider these a multi-variant test. You’ve done conversion research and have uncovered clarity issues with your headline, but you’ve also got some hypotheses around the level of contrast and clarity in your CTA. Imagine, for example, that you’re redesigning a homepage.
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