Reserving a share of budget, commonly 10 to 20 percent, for structured experiments in new channels, formats, and audiences, with the results feeding the next plan. Test-and-learn is the discipline that keeps a media mix from ossifying around whatever attribution currently favors.
Related terms
Cite this entry:
Agency Echelon. "Test-and-Learn." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/test-and-learn/