Digital and direct marketers talk about measurement. We like to brag about measuring everything we do at every step along the way. We’re hearing more about “big data” every day. The implication being that we have more information than we know what to do with.
Some marketers forget that we can do so much more with the data when we have a good idea what it means. We need a point of comparison. A benchmark.
The best way to get that is a head-to-head test.
Hacker Group has a proven methodology for testing multiple variables all at once that we call PowerTest®.
Of course, you don’t have to create an elaborate test matrix and test multiple variables. But a simplified process is not going to prove very much very fast.
What won’t work is not testing at all. If you simply launch a campaign and measure the results, you’ll have data – but it won’t tell you much. You might be able to compare to past campaigns, but the big variable of timing will muck up your analysis.
Make testing a priority in all your marketing plans and budgets. It’s the only way to learn what’s truly happening in that avalanche of data you collect.