I recently had a young Optimizer ask me, “How do you turn analytics data into a hypothesis?” My answer was probably unexpected: “You don’t.” My curt answer was meant to alert this young pup that a single input isn’t enough to form the basis of a good marketing hypothesis.
Today’s post will overview what I believe are the 5 key ingredients of a great marketing hypothesis. Plenty of posts I’ve read have instructed you how to leverage the Scientific Method to write a Conversion Optimization hypothesis. They usually instruct you to make sure it’s provable/disprovable, clearly stated, based on a specific Key Performance Indicator, etc.
This is all good advice, but assuming you know all that, I want to cover the inputs. These inputs, IMO, are the difference between a legitimate hypothesis and a world class hypothesis. Some of these 5 key inputs are probably obvious, but a few may have evaded you. Or, perhaps you thought it was “uncool” to have them as inputs?
The marketing world, especially the online marketing world, has made great strides in recent years moving towards being more scientific, more data-driven, more evidence-based, etc. in its approaches.