Imagine a CEO telling a highly accomplished Sales VP, "I’m giving you one shot at your sales strategy. If what you implement doesn’t work out of the gate, you’re out."
Of course, that scenario rarely happens in rational businesses. But in marketing, here’s an all-too-common scene: An important experiment gets okayed, but those implementing it are given a single test cell – one shot at success. Even when a minimum of say, three, are justified. Limitations of this nature often result in inadequate sample sizes; experiments aimed at inferior targets; and more failed tests.
Marketers who’ve run lots of multi-cell tests have seen a full range of outcomes from cell to cell. What isn’t profitable in one test cell may perform very differently in another.
So when testing, do it right the first time, so you’re not left asking, "What if?"
What say you?