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Erika Barbosa
Head of Growth Marketing, Observable | Formerly Issuu, OpenText, WebrootNovember 26

Some channel combinations I have tried that unexpectedly underperformed include taking a mature program such as Google Ads or SEO and combining it with an experimental platform. The hypothesis is that the mature platform would help boost the experimental platform some, but it didn’t work.

Some of the combinations were with Reddit and Quora most recently. To be fair this was more of a conversion play over branding and one could argue that’s not fair for these platforms, but at the end of the day it was not worth the investment.

As a believer of testing, oftentimes you can use these types of situations as a learning experience.