In Planning, the business goals of the campaign are translated to measurable actions such as X number of downloads or Y number of registrations. Implementation then ensures trusted tracking is ready prior to launch. Then, as data begins to flow, we watch performance to see if we are tracking ahead of goal or behind it.
Optimizations happen in flight and then performance is tuned and re-turned to meet the planned goals. Campaign optimization is one of the best ways to take pressure off your overloaded team while generating higher performance and deeper insights.