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Definition
A test-and-learn roadmap is an ordered plan of tests for an account, where each test names the question it answers, the budget it needs, the owner, the decision rule and the date. Each result is meant to shape the next test, so the team learns in sequence instead of testing at random.
How to use it
Without a roadmap, tests tend to follow whatever idea came up most recently, and the results cannot be compared because the settings change between them. A roadmap puts the questions in order of value, for example the offer first, then the audience, then the creative format, so that a later test does not depend on a result nobody has yet.
Keep one test running per question, and close each one with a written decision: keep, change or drop. Record what was learned even when the result is flat, because a flat result still rules an option out. Review the roadmap each month with the client, and move a test up or down only for a stated reason.
