11. Governing initial conditions

ABOUT THIS LESSON

In this video I'm going to explain what to do after you've launched your ads and you've left them for their incubation period. When we come in and we look at what's happened, that's when we start to identify blue swans and red swans, and we start to make all of our changes and report the key data. This is an extremely important module and it's really where we get to measure whether our stuff has worked or not and what to do about it if it hasn't. 

Here's what we cover:

1. Keeping your hands out of Eden: The four day no touch rule
2. Judgement day pre-check: Checking that our ads/funnel is in order
3. Judgement day: Using KPI?s to determine the fate of swans
4. Judgement day aftermath: Adding swan DNA variation if necessary