Author: Martin P.
Title: Content Marketer
EP 44: Testing Solutions Spectrum
Just because we can't find a solution it doesn't mean that there isn't one — Andrew Wiles
What’s up folks?
Martin P from Speero here.
I asked and you responded.
Let’s shorten these emails.
The maturity part is gone (I’ll make a big, really big blog post about all of the pillars in the future.)
All the other parts will get shorter as well.
With that in mind, let’s see:
This Week in Experimentation:
Blueprint of the week: Testing Solutions Spectrum — Not all solutions are created equal. Sometimes they’re big bets, other times small learnings. Here’s how to know which is which. Link.
Talk of the week: AI, Automation, and the Future of Experimentation — Is AI for the better? Or is it hype? Are we losing authenticity in our work? Link.
Read of the week: How to set up your org to support emerging low-CAC strategies and gain a competitive edge — Growth at all costs is passée. Low-CAC strategies are in. Here are the top 3. Link.
Event of the week: NeuroPsychoEconomics — Everything you need to know about the intersection of marketing, economy, neuroscience, and behavior. Link.
Speero Story of the week: The visitors on one of our client's site went straight to the Sign Up page, but didn’t sign up a lot. Then our client had a brilliant idea (read more below).
Blueprint of the Week: Testing Solutions Spectrum
Solutions aren't created equal. They sometimes are small tweaks, sometimes they are huge bets.
Speero’s Solution Spectrum provides language to help categorize and communicate what types of solutions the team is working on.
These are ordinal categories living on these tradeoff spectrums:
- Optimization vs Innovation
- Margin focus vs learning focus
- Friction focus vs Value focus
- Validations vs Moonshots
Ultimately, if you tag your test or research solutions with these categories, you can start to measure a 'test portfolio balance' metric which allows the management of how risky or iterative the program is over time.
Mature programs should have a balance of big bets focused on learning and small tweaks focused on optimization and margin gains.
Use this Framework to:
- Tag your tests and then measure how many small vs large bets your team is taking which helps to correct if the team is focused too much on quality vs quantity.
- Use to communicate to leadership and other teams what kinds of solutions are being discussed, and what categories of outcomes are intended.
Talk of the Week: AI, Automation, and the Future of Experimentation
Is that for the better? Or is it hype?
Are we losing authenticity in our work?
Or is AI going to allow us to be more authentic?
What can we do today with AI?
What can we expect in the future?
This and more in this episode of The Treachery of Data.
Shiva Manjunath joins Matt Beischel and host, Mark, in this far-ranging chat.
Read of the Week: How to set up your org to support emerging low-CAC strategies and gain a competitive edge
Growth at all costs is passée.
Low-CAC strategies are in.
Boards are pushing for the lower burn.
CFOs are cutting in places like marketing.
You can jump in traditional low-CAC strategies like SEO, but they take their damn time.
What to do?
3 Solutions:
#1 Bring on marketers that operate as economists
#2 Constantly question and measure your experiments
#3 Staff dedicated engineers and PMs
Event of the Week: NeuroPsychoEconomics
Happening on June 8-9, 2023.
Themes include:
— Main theme — The Strides of Consumer Neuroscience: Revealing the
Neural and Psychological Underpinnings of Consumer Decision Making
— How to access the first floor of consumer neuroscience:
methodological tips from young researchers
— Virtual and Multimedia Marketing
— Behavioral economics
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