A/B Testing for coffee company

The following is a summary of key findings and analysis for two X (formerly Twitter) posts for Great Grounds Coffee. Great Grounds is a fictional brand which served as a provided case study during coursework for the Google Digital Marketing and E-Commerce certification I completed in early 2024.

We were provided with assignment parameters and prompts for our initial responses here. We were then asked to analyze and create a graphical representation for the data provided for the interactions generated from the two posts. Lastly, we were tasked with suggesting strategies for future campaigns.

Campaign key performance intervals we were asked to consider were retweets, replies, likes, user profile clicks, hashtag clicks, and  detail expands. 

My findings: 

• Tweet two performed better than tweet one pretty much all around with the exception of the number of impressions or views each tweet received. Tweet one received a higher number of impressions by almost 100,000. 

• The difference in performance ultimately comes down to three things: quality, content, and timing. 

• The difference between the number of impressions the two tweets made could have resulted from the timing of the tweets –  tweet two was posted at 2AM, and while tweet one was posted around 8AM.

• The overall quality and content of the tweets – i.e. the inclusion of additional media assets and hashtags rather than plain text –  and the use of subtle but relatively universal humor also resulted in different levels of engagement. This suggests that tweets which do include some sort of media and hashtags resonate more with Twitter users and could lead to better performances in future tweets. 

Plan of Action and Suggested Strategy: 

• Let’s put this data to use in future campaigns! Moving forward, we should employ both images and a select number of hashtags to boost interactions with our tweets.
• Additionally, the tone and content of posts should veer towards humor and short, snappy phrases.
• Lastly, we could try timing our tweets so our target audience is reading them earlier in the day, rather than very late at night, when they are most likely to want a caffeine boost to start their mornings.