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DANIEL DEL OLMO: The marketing experiments that we've done
have raised two critical questions for us.
One is what is our ability to execute, particularly with
experiments that are new.
There are activities that we've never done in the past.
And so, the ability to execute effectively towards that
experiment is critical for us.
So putting the right standard operating procedures around
the execution of those experiments
are absolutely critical.
The second thing that we learned is
the ability to measure--
and the right way to measure success again is critical to
ensure that not only you measure the effectiveness of
this particular experiment well, but that going forward
you apply those results to the implementation of any ongoing
activities that are an outcome and a result of this
particular test or this experiment.