You’re working on a fixed annual budget but wish to test new initiatives through campaign experiments. What’s an effective way to create the budget flexibility you’ll need?

• Deliver a quarterly budget review to a superior, for purposes of requesting additional funds for testing in the next quarter.
• Allocate a percentage of the budget for use in testing and responding to changes in the market.
• Establish a monthly or weekly sync with the finance team to share ideas and encourage flexibility in the budget.
• Look over industry reports to better anticipate query demand for the coming year and funding that will be required to accomodate this.

The correct answer is:

• Allocate a percentage of the budget for use in testing and responding to changes in the market.