The Scientific Method’s not just for school


Raise your hand if you thought you could retire the scientific method after you finished school.  I thought so too.  But then I thought about it.  So much of marketing is done by gut-feel and previous experience.  But as our technologies get better, testing is easier to execute and measure.

Here are some tips on applying the scientific method to your marketing campaign workflow:

  1. Define the campaign
  2. Determine success criteria  for the campaign responders
  3. Choose the test  audience and segment: a, b, c, d, etc
  4. Launch test campaign
  5. Collect the data and analyze the results for tests
  6. Interpret, draw conclusions and determine the winning test
  7. Document the results
  8. Retest or Launch

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