After driving growth for the world’s largest companies, building automated trading systems like SearchForce and managing over $1 billion media spend while studying high growth companies like AirBnB, Uber and Zenefits, I’ve consolidated my experience into a single, strategic framework for building and running successful experiments for marketing.
Every organization is unique; each with different customers, markets, products, and business models. What is universal, however, is the opportunity for any business to adopt a highly scientific approach to marketing. Therefore, running lean and adopting a data-driven mindset to achieve breakthrough growth is not just a do or die for lean and mean startups — it’s for any organization that wants to build its own growth machine.
Marketing experiments involve five fundamental steps:
