Testing is a fundamental part of the measurement process. It is key in determining the ability of an organisation to leverage data points to a degree of data maturity. This chapter explores:
- The right mindset: Why adopting a test-and-learn mindset is fundamental for marketers to achieve true transformational change.
- Testing approaches: An overview of testing approaches and how marketers can choose the right one.
- Technology implications: Key factors to consider and useful questions to ask when deciding what testing system to use.