# Influencer Marketing Campaigns: A Written Testing Agenda for Single Variables

By  
[Lissa Regets](/content/field-guide/mentors/lissa-regets/index.html)  
Fractional CMO  
ideaBOX Consulting

Lissa Regets, fractional CMO and digital marketing consultant with 15 years of experience scaling more than 500 companies, walks through how to build a disciplined testing culture for influencer marketing campaigns. She argues that effective testing starts with a written testing agenda where each experiment targets exactly one metric at a time. Before launching any test, Lissa says you must define upfront what proof positive or proof negative looks like for your specific hypothesis, including how long the test will run and which metrics you will track. Isolating a single variable is non-negotiable: testing multiple things at once murkies your results and makes it impossible to know what actually caused success or failure. She also stresses iterating on each learning as many times as necessary to unlock a scalable insight rather than treating any single result as final. The payoff is incremental gains that compound over time. If your current tests feel inconclusive, her framework for structuring each experiment from the start may explain exactly why.

## More mentors talking about: Measuring

### Video Links
- [Testing Culture by Anders Bill](/content/field-guide/video/testing-culture-by-anders-bill/index.html)  
- [Testing Culture by Lindsey Gamble](/content/field-guide/video/testing-culture-by-lindsey-gamble/index.html)

## More about: Measuring

### Video Links
- [Examples of Influencer Marketing: Treating It Like a Paid Social Channel](/content/field-guide/video/testing-culture-by-micah-whitehead/index.html) by Micah Whitehead  
- [Influencer Marketing Report: A Weighted Channel Matrix Instead of Last-Click](/content/field-guide/video/reporting-analysis-best-practices-by-molly-savage/index.html) by Molly Savage  
- [Influencer Marketing Agencies: Why Treating Your Brand Like a TV Network Wins](/content/field-guide/video/growing-your-influencer-marketing-team-by-lydia-lee/index.html) by Lydia Lee  
- [Micro-influencer Marketing: Why a TV Network Plan Comes Before Hires](/content/field-guide/video/scaling-success-by-lydia-lee/index.html) by Lydia Lee  
- [UGC Agency: Why 100-150 Creators Is the Full-Time Hire Mark](/content/field-guide/video/growing-your-influencer-marketing-team-by-sarah-crow/index.html) by Sarah Crow  
- [Influencer Agency: Why Cash Flow Decides In-House vs Outsourced](/content/field-guide/video/growing-your-influencer-marketing-team-by-molly-savage/index.html) by Molly Savage  
- [Influencer Marketing Agency: Why Cross-Brand Pattern Recognition Matters](/content/field-guide/video/growing-your-influencer-marketing-team-by-kristen-althoff/index.html) by Kristen Althoff  
- [Influencer Marketing Strategy: A 1-Month Test Window Per Creator](/content/field-guide/video/testing-culture-by-anders-bill/index.html) by Anders Bill