“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.