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How formal should your marketing experiments be?

too much formality — strictly enforced in all scenarios — could dramatically constrain the growth of grassroots marketing experimentation.

via How formal should your marketing experiments be? – Chief Marketing Technologist.

One of the best article about making marketing more scientific that also emphasises the importance of not letting that scupper your creativity. We’re all trying to find the balance but I think ultimately I’d still sacrifice more of the ‘science’ in favour of gut instinct and strategy.

Even with strict testing, you only get out the answer to the question you put in — and those options come back to your gut instinct and experience of what to include.

By Max Tatton-Brown

Max Tatton-Brown is founder and MD of Augur, and has written for publications including the Guardian, Sifted and TechCrunch.

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