The Experimentation Framework Every Marketer Should Know

Everyone talks about marketing experimentation. But very few know how to do it. And since everyone assumes everyone else is doing it, they claim they’re doing it too.

We’re going to hopefully put an end to that today. We’re going to walk you through (and give away) the experimentation framework we use at Metadata.

Hear about the value of experimentation, and if you’re into acronyms, a full breakdown of their I.C.E framework.

Catch the full episode to arm yourself with all the information you need to build a solid experimentation framework or check out the top three takeaways from this episode.

Watch the full episode

Three top takeaways:

Takeaway 1: Understand the value of experimentation

Nothing is ever set in stone when it comes to marketing. Sometimes you hear a ‘garbage’ idea that you’re sure won’t land, and then guess what? That garbage idea works like a charm.

Bottom line, you don’t have it all figured out. But if you don’t experiment, you’re basically doing the same thing and expecting better results every time.

Sure, you’re probably optimizing your processes and tweaking them now and then. But it won’t make much of a difference unless you’re experimenting and testing new things out as well.

Takeaway 2: Create a safe space to brainstorm

One vital part of building an experimentation framework is getting into the habit of throwing around ideas. They could be good ones, bad ones, or ideas you’re on the fence about. The main thing is that you need to create a safe space for people to speak their minds freely.

The last thing you want is for people to think they only need to provide sensible ideas.

Here’s the thing, you never know where that winning spark of insight may come from. So, make it a fun process, gear up for successes and failures alike, and keep at it.

Takeaway 3: Remember to do a recap and learn from each experiment

Often, you’ll have more than one experiment running simultaneously. If you’re not taking your findings and using them to streamline further experiments down the line, then you’re creating a complicated loop.

In essence, you end up doing the same thing repeatedly, which puts you in the same position you were in when you didn’t have an experimentation framework.

So, capture that data, filter out the things that didn’t work, and keep optimizing as you go.

For more, read our blog post on The Framework You Need for Successful Marketing Experimentation.

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