Testing

Testing is the statistical process of measuring the performance of new marketing campaigns, products, or services on your target audience. There are three key variations often used in the Marketing ecosystem:

A/B testing: A/B testing refers to the process of experimenting with two or more versions of a marketing campaign, product feature, or sales strategy to determine which version performs better in driving desired outcomes. This method is widely used in marketing, sales, and product development during product launches or promotional activities. By executing controlled A/B tests, businesses can make informed, data-backed decisions, reducing risks, and optimizing marketing efforts or product features before scaling the solution to a wider audience.

Incrementality testing: Incrementality testing strives to provide explicit measurement into the effects of marketing. Typical test set-ups include holdouts, which are controls that receive no messaging. Either measured with test and control cells or via econometric trend comparison, these measurement motions are key to providing insight into what marketing provides to the organization’s key outcomes.

Innovative testing: In order to progress learning and push the boundary on novel marketing, teams should run tests focused on innovative marketing levers. These tests do not need to be run on large populations, but should be a secondary focus on learning agendas to ensure that messaging and outreaches stay competitive in the market.