Last week, we created a hypothesis together using the same four-step framework that MECLABS data scientists and analysts use when teaching businesses how to test their marketing ideas. Our YouTube live participants helped create a research question as the first step in an experiment to discover the impact of video thumbnails in an email.
In this week’s video, we share the results of that test and work with Flint to learn how to interpret data as we design a new test together using The Discovery Triad. This thinking tool leads us to dig deeper behind the data for further understanding of the customer’s mindset while working to create an effective hypothesis.
McGlaughlin emphasizes the importance of this step, stating:
“Any piece of marketing data that doesn’t help you predict behavior is virtually useless to you as a marketer.”