Article

RJ Talyor
RJ Talyor 22 May 2017

Marketing Experiments vs Tests: Why Marketers Need to Know The Difference

Both tests and experiments are critical for growth. But knowing the difference between these two approaches can help you advance your organization’s learning of what works to drive revenue. There’s a science to both approaches.

There is a stark difference between a marketing experiment and a test. In the past three months, I’ve talked to more than 100 digital marketers representing more than 75 leading brands about their approach to learning about new, new things. Across these conversations, where marketers tend to interchange the words “test” and “experiment,” I’ve discovered a surprising divergence of those who test and those who experiment with their marketing dollars.

Let me explain.

A marketing test typically includes the following elements:

  • A previous winner;
  • A challenger;
  • A set budget and timeframe;
  • An expectation that there will be a winner.

A marketing experiment includes the following elements:

  • A hypothesis;
  • Two or more challengers;
  • An unknown outcome;
  • A set budget, but an unknown timeframe;
  • An expectation of success, and a fear of failure.

Testers are typically found when the marketer is tied to a specific outcome and the mentality of, “we do experiments, as long as the experiments work.” Experimenters are found where there’s a company culture, directive, team, or budget that demonstrates the maxim “there are no failed experiments” mentality.

Both tests and experiments are critical for growth. But knowing the difference between these two approaches can help you advance your organization’s learning of what works to drive revenue. There’s a science to both approaches.

I recently discussed this on a podcast with chemist and professor Dr. Bill Scott, who heads the Distributed Drug Discovery (D3) project at IUPUI in Indianapolis, other universities in the United States, and globally. D3 seeks to educate undergraduate students in chemistry and biology while they apply their learned skills and understanding to helping solve a serious humanitarian challenge — discovering drugs for neglected diseases.

Dr. Scott’s initiative helps students truly innovate and experiment. A major part of a chemistry student’s curriculum consists of running tests with a known outcome, like creating a specific molecule, or testing a known method against a competing method. In the marketing world, think of this as an A/B Test — for example with subject lines: A subject line that previously generated “x” amount of opens and clicks is tested against a competing subject line.

Dr. Scott wanted to interject more organic experimentation in his students' curriculum, and he uses his D3 project to do so. Students in the program are encouraged to experiment by developing new molecules, used as research to develop drugs for underserved and underfunded diseases. Pretty awesome, right? Listen to the full podcast for more details.

As marketers, we struggle with similar challenges when it comes to experimentation: Where do we start? What new outcome do we need to aim for? What platforms should we use? How much money should we be investing? A true marketing experiment begins with a hypothesis backed by intelligent data. The hard parts are the expectations we set and the fear of failure. Without these experiments and ongoing innovation, our marketing remains at the risk of producing stagnant results. 

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
The 8 Most Effective Words to Use in Your Next Email

The 8 Most Effective Words to Use in Your Next Email

There are 8 simple, yet effective words you can use to increase engagement in your next email. You can use these words strategically to inspire your subscribers to take action or develop good feelings about you and your brand. Read on to learn about these 8 words and how to use them in your emails.

Shelby McGuigan
Shelby McGuigan 8 August 2017
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
What is a CMS?

What is a CMS?

You’ve heard the term CMS, but what is it, what does it actually do? A CMS empowers you to get your companies' message out there, internally, externally or both.

Sean Hargrave
Sean Hargrave 14 August 2017
Read more
The Importance of Customer Relationship Management Within a Business

The Importance of Customer Relationship Management Within a Business

In a world where competition is becoming ever fiercer, businesses need to implement customer relationship management, or CRM, strategies in order to stay ahead of their rivals.

Emma Newbury
Emma Newbury 18 April 2016
Read more