The latest ‘MarketingExperiments’ blog post is titled “Online Marketing Testing: A research manager’s view of balancing risk and reward”.

Spencer Whiting says, “As marketers and researchers, we regularly deal with the risk and reward cycle. It is what makes our work simultaneously interesting and scary. A recent conversation really got me thinking, and it may hit home for you, as well.

While I was recommending a series of landing page experiences, one of ourResearch Partners mentioned they were very close to “plan,” and they could not have this test put them behind. I heard genuine fear in the executive’s voice. This brought the risk that we deal with to the forefront, in a very tangible way. Though, in the MECLABS Conversion Sequence heuristic we consider anxiety, this was the first time I heard the fear”.

Online Marketing Testing: A research manager’s view of balancing risk and reward

MarketingExperiments Blog

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