Real Time Guessing Is No Substitute for Data

Share this content:
Real Time Guessing Is No Substitute for Data
Real Time Guessing Is No Substitute for Data

With many predictions pointing to an emphasis on ROI, 2013 stands to be the year that marketing analysis gets a facelift. CMOs are looking for more results and analytics to prove the value of their efforts—and the world is moving quickly, so there's pressure to keep up.

In our recent discussion of A/B testing, optimization was the focal point for letting the statistics drive to rank the B options—to accelerate results, time to market, and more relevant messaging. If you're randomly testing Bs because you don't know any better, what's the cost of doing all that? Are you getting to value quickly? The answer is 'no.'

The pace of consumerism creates a temptation to manage data in real time; to toss up a campaign, see if people click on it, and then base your assumptions on that. Consumers aren't going to change their perception in a few seconds, so using a click (or a non-click) to drive scoring of your campaign is flawed at best, and sabotages your ultimate goal of ROI. Again, you're just setting up to guess your Bs.

This is a reason that click-through rates are taking second chair to a focus on branding when it comes to impression-based marketing. When you only have seconds to make your impression, sometimes you just need more impressions to hit your mark.

And when it comes to the rigors of ROI, creative is only one consideration. Since most marketers don't have the flexible environments to guess, test, rinse, and repeat, new methods and approaches are sorely needed. That's why we create optimization engines that act like shortcuts, defining the B for you. After all, if you're really going to test, don't you want to consider all of the elements of the offer? The answer to that is a resounding ‘yes.' To keep up with consumers—and your competition—it's time to take a more holistic view of your offer. Lead your testing with knowledge and analytics, not a real-time shot in the dark.

Once you're there, you can quickly move on to optimizing your other channels. While predictions are that ROI is going to be huge in 2013, the spotlight is also on mobile and social, two very fast-paced platforms with little room for guesswork.



Mike Caccavale is CEO of Pluris Marketing and an expert in cross-channel offer optimization.

close

Next Article in Email Marketing

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above