Appendix 4

Planning and Conducting an Experiment

Below, we expand on the process of experimentation we discussed in Chapter 7, outlining the 10 steps that will ensure your experiment is a success. Remember, “success” does not mean positive results, it means results we can learn and iterate from. We hope this expanded section will help you think through your question and develop the most effective and exciting experiment for your organization.

We also suggest you consider a free online Coursera course (, such as Design Thinking for Business Innovation (offered through the University of Virginia), or Interaction Design (offered through the University of California) to develop your understanding and experience with experimentation.

  1. Decide on the Objective of the Experiment

    The number and complexity of questions facing today's advertisers is immense. Whether you are trying to determine optimal budget allocation, gain a competitive edge through improved product design, decide whether to explore new marketing channels, or make customer service more efficient, applying principles of adaptive experimentation.

  2. Innovative Experimental Variable (ATP, R.A.V.E.S., M.A.D.E.s, etc.)

    Use the All Touchpoint Value Creation Model to identify the variables with which one should experiment. First, modify the model based on the unique characteristics of the firm: What touchpoints are frequently used? Which ones remain elusive? Which do you normally overlook? Assess the modified ...

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