Being a advertising champion, needs a well-laid strategy, planned tests, great gut feeling, calculations and lot of efforts put in the correct direction.
Following are some pointers which will be useful in turning a successful optimizer.
Learn from your mentors. See how they are incentivized. How they reached their objectives.
Hypothesize first and then test.
Test on qualitative data.
Learn from real customers. Record their feedback. What is disappointing about your product. Learn from case studies. Hire a professional, probably a consultant, who can assist you make better choices.
Involve other departments of your organization. Keep in mind, as many people as many brains. All others can help in your test.
The primary result should be revenue not just increase in numbers.
Be a leader. Learn more. Develop your organizations.
Don't give up and don't get agitated over non-resulting tests as I previously said not all tests win. Don’t get disappointed. Attempt again with new information.