Chapter 14
Learning Curve: Setting Up a Testing Plan
In This Chapter
Applying the scientific method to marketing campaigns
Designing a marketing experiment
Taking random samples
Finding significant results
Using control groups
In many ways, marketing is more art than science. Experience and intuition play a large role in the development of marketing and advertising strategies. It’s an age-old lament among marketing executives that they know only half of their marketing budget is effective. The problem is they don’t know which half.
At any given time, your company is running a variety of marketing and advertising campaigns. It’s complicated, and to some extent impossible, to figure out whether a customer purchased your product because they saw a TV commercial or because they saw an ad in the newspaper.
Marketers can measure a lot of things. You have a general sense of how many people see your TV commercials. Television viewership is well tracked. You know how many people subscribe ...
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