3 Reasons Why Digital Research is Backwards – via Marketing Land (source: Peter Minnium, President of Ipsos Connect)
“As digital advertising has evolved, our processes for measuring its effectiveness have stayed relatively the same.”
The problem remains that an entire generation of ad folks has grown up embracing a do-learn process in digital and still needs to be thoroughly convinced the added layer of rigor to apply learn-do is well worth the effort.
It’s dangerous to rely on the opinion of a handful of folks to determine how a campaign will affect (potentially) millions of people. Testing is a filter for learning and a safeguard against failure. The value of testing and learning early in the process is much more than just getting validation of the effectiveness of advertising – it is a catalyst to a thoughtful strategic thinking process that provides immeasurable value.