Comments on: Creating a Culture of Testing: How to defeat the tyranny of best practices http://www.marketingexperiments.com/blog/marketing-q-a/tyranny-of-best-practices-html.html Marketing insights, answers, and research from the analysts at MarketingExperiments.com Wed, 08 Feb 2012 19:19:47 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: Creating a Culture of Testing, Part 3 of 3: tests in action | Think Around Corners http://www.marketingexperiments.com/blog/marketing-q-a/tyranny-of-best-practices-html.html/comment-page-1#comment-26339 Creating a Culture of Testing, Part 3 of 3: tests in action | Think Around Corners Wed, 21 Sep 2011 13:42:47 +0000 http://www.marketingexperiments.com/blog/?p=2832#comment-26339 [...] is this important? Well, in the tyranny of best practices, the boss does all the thinking and direction – he or she made up the system, that’s [...] [...] is this important? Well, in the tyranny of best practices, the boss does all the thinking and direction – he or she made up the system, that’s [...]

]]> By: Beyond Marketing Kaizen: How a CMO gaining line of sight into the testing-optimization cycle can drive triple-digit ROI improvements http://www.marketingexperiments.com/blog/marketing-q-a/tyranny-of-best-practices-html.html/comment-page-1#comment-4420 Beyond Marketing Kaizen: How a CMO gaining line of sight into the testing-optimization cycle can drive triple-digit ROI improvements Mon, 19 Apr 2010 07:02:46 +0000 http://www.marketingexperiments.com/blog/?p=2832#comment-4420 [...] most profitable online marketing campaigns. Not only did they challenge what already worked, their culture of testing forced them to constantly reevaluate every assumption they made for their entire marketing campaign [...] [...] most profitable online marketing campaigns. Not only did they challenge what already worked, their culture of testing forced them to constantly reevaluate every assumption they made for their entire marketing campaign [...]

]]> By: Creating a Culture of Testing, Part 3 of 3: tests in action – Think Around Corners http://www.marketingexperiments.com/blog/marketing-q-a/tyranny-of-best-practices-html.html/comment-page-1#comment-2512 Creating a Culture of Testing, Part 3 of 3: tests in action – Think Around Corners Sat, 13 Mar 2010 21:41:09 +0000 http://www.marketingexperiments.com/blog/?p=2832#comment-2512 [...] is this important? Well, in the tyranny of best practices, the boss does all the thinking and direction – he or she made up the system, that’s [...] [...] is this important? Well, in the tyranny of best practices, the boss does all the thinking and direction – he or she made up the system, that’s [...]

]]> By: Gregory Cox, Think Around Corners http://www.marketingexperiments.com/blog/marketing-q-a/tyranny-of-best-practices-html.html/comment-page-1#comment-2510 Gregory Cox, Think Around Corners Sat, 13 Mar 2010 17:11:08 +0000 http://www.marketingexperiments.com/blog/?p=2832#comment-2510 I love what you said about the 'tyranny of best practices'. Even now, after 12 years in biz, that is the single largest problem to overcome with clients. Often, the owner thinks he's the only one that can provide direction, and I find that is almost never the case. Plenty of ideas out there in the employees (and in the analytics, and tests) that would transform things, and they never get heard. I also believe strongly in what you said about 'beachheads' and 'potato chips' - once I start showing the client how they can uncover solutions and drive sales, it's over; they're devotees to the cause of testing. I find that involving as many people as possible at the company creates the right environment for exploration and testing. Thanks for your valuable insight! - Gregory I love what you said about the ‘tyranny of best practices’. Even now, after 12 years in biz, that is the single largest problem to overcome with clients. Often, the owner thinks he’s the only one that can provide direction, and I find that is almost never the case. Plenty of ideas out there in the employees (and in the analytics, and tests) that would transform things, and they never get heard.

I also believe strongly in what you said about ‘beachheads’ and ‘potato chips’ – once I start showing the client how they can uncover solutions and drive sales, it’s over; they’re devotees to the cause of testing. I find that involving as many people as possible at the company creates the right environment for exploration and testing.

Thanks for your valuable insight!

- Gregory

]]> By: Daniel Burstein http://www.marketingexperiments.com/blog/marketing-q-a/tyranny-of-best-practices-html.html/comment-page-1#comment-1599 Daniel Burstein Tue, 15 Dec 2009 19:03:21 +0000 http://www.marketingexperiments.com/blog/?p=2832#comment-1599 Thanks for the comment B7 - I also think competitive disadvantage will start to force the hand of SVPs and marketing departments. You simply can't compete against a company that really knows what works by throwing expensive marketing efforts against the wall and hoping something sticks. Thanks for the comment B7 -

I also think competitive disadvantage will start to force the hand of SVPs and marketing departments. You simply can’t compete against a company that really knows what works by throwing expensive marketing efforts against the wall and hoping something sticks.

]]> By: Andy Mott http://www.marketingexperiments.com/blog/marketing-q-a/tyranny-of-best-practices-html.html/comment-page-1#comment-1598 Andy Mott Tue, 15 Dec 2009 13:47:15 +0000 http://www.marketingexperiments.com/blog/?p=2832#comment-1598 Hi B7- Thank you for the compliment! I agree that financial challenges will continue to drive the need for marketers to get better, and we're here to help. I'm saddened by how few are doing it, but simultaneously encouraged that people are starting to take the first step by learning more about testing. We're on the cusp of a great marketing awakening! :) Andy Hi B7-

Thank you for the compliment! I agree that financial challenges will continue to drive the need for marketers to get better, and we’re here to help. I’m saddened by how few are doing it, but simultaneously encouraged that people are starting to take the first step by learning more about testing. We’re on the cusp of a great marketing awakening! :)

Andy

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