Experimentation isn’t everyone’s idea of a party, but it’s a necessary part of the marketing process.
While some people are doing it, others are thinking about doing it, and the rest fall into the ‘can’t be bothered category’. That’s why Metadata’s Jason Widup, VP of Marketing, and Mark Huber, Head of Brand & Product Marketing, share their experimentation framework along with a few tips in this episode.
Hear about the value of experimentation, and if you’re into acronyms, a full breakdown of their I.C.E framework.
Find out:
- What experimentation is and the part it plays in marketing
- A breakdown of Metadata’s experimentation framework
- Why marketers don’t experiment
Catch the full episode to arm yourself with all the information you need to build a solid experimentation framework, or read our blog post on The Framework You Need for Successful Marketing Experimentation: https://metadata.io/resources/blog/marketing experimentation-framework/
00:00 - 01-01 Intro
01:02 - 02:41 Jason’s prior experience with experimentation
02:42 - 04:37 Metadata’s definition of experimentation
04:38 - 07:22 The value of experimentation
07:23 - 08:33 The cost of not experimenting
08:34 - 12:25 How to set up experiments in a marketing team
12:26 - 14:29 The basis of Metadata’s experimentation framework
14:30 - 15:36 Why it’s important to start by identifying your gaps
15:37 - 16:40 Jason gives a brief breakdown of the I.C.E. framework
16:41 - 20:25 How to generate ideas for your experimentation framework
20:26 - 24:30 How to set up a hypothesis and a goal
24:31 - 28:40 How to analyze experiments once set up
28:41 - 35:33 Jason shares his experience running an experimental ad
35:34 - 39:17 How to properly recap at the end of an experiment
39:18 - 42:32 How to convince your CEO or VP of Marketing they need to experiment more
42:33 - 45:06 Why marketers find it hard to experiment
45:07 - 45:51 Outro
