A marketing leader argues VPs waste time running small tests that barely move the needle. Instead, focus on fewer, bigger questions that actually matter to your business.
I think a lot of marketers, especially the ones that are very data driven, kind of jump to this like, well, let's just test everything. Okay, we're going to increase our budget by 3% on this channel. That represents 1% of our total budget. Well, let's design a test around that. Okay. Blue or red text in this creative. Let's design a test about that. And then you end up suffering from, you know, it's impossible to measure tiny effects that result from like this small kind of marginal change in your overall marketing mix. And I think they missed the forest for the trees. So I would say prioritize answering fewer, bigger questions less often versus answering everything. You know, if you can get those big questions right and you can have a framework to answering them and re answering them over time, then all of the little things you do, maybe more intuitively or using less rigorous methodologies, you will see in totality are they impacting those macro KPI's that really, really matters.
The Continuous Testing Loop That Separates Great Marketing Teams From Average Ones
