Prologue. Recent Conversation with CEO B: Me: I saw your ad at the airport the other day. I have a sense for your challenges and Marketing objectives. I’m sorry, but that ad was heartbreaking. I sense it is trying to be too clever. And, it demands an immense amount of attention to understand, who in their right mind would give you that? You know I love Creative Pre-Testing (CpT). You should test the ad for effectiveness, before you spend money. CEO B: First: You are right. After a few months of the campaign, we have seen no impact. Second: Avinash,…
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Since you’re reading a blog on advanced analytics, I’m going to assume that you have been exposed to the magical and amazing awesomeness of experimentation and testing. It truly is the bee’s knees. You are likely aware that there are entire sub-cultures (and their attendant Substacks) dedicated to the most granular ideas around experimentation (usually of the landing page optimization variety). There are fat books to teach you how to experiment (or die!). People have become Gurus hawking it. The magnificent cherry on this delicious cake: It is super easy to get started. There are really easy to use free…