My sister, Emily, is an amazing teacher and self-described nerd. Most of the time, when it comes to chemistry or plate tectonics, I don’t know what the heck she’s talking about. But one science-y thing I have learned from her is the value of experimentation. As a marketer, I can appreciate the importance of a controlled experiment to produce accurate data that will help us understand what works, what doesn’t, and make decisions on behalf of our companies and brands.
When it comes to marketing, our variables are wide ranging, from demographics and geographies to media channels and content types. A tried and true way to test marketing strategies is by introducing only a few, manageable variables into the mix. This method is also vital to controlling your experiment.