Skip main navigation

£199.99 £139.99 for one year of Unlimited learning. Offer ends on 28 February 2023 at 23:59 (UTC). T&Cs apply

Find out more

Takeaways: Marketing Experiments

Watch Raj Venkatesan summarize key points from this module on marketing experiments.
Hope you had a lot of fun learning about marketing experiments. I find this to be a very interesting topic and hope you did, too. And I’m sure this is something you will use a lot in your marketing analytics experience. Now, experiments are important because they assess cause and effect. They tell you whether marketing levels like advertising cause effects in sales. And when you do experiments, you need to pay attention to the design of the experiment. And even if you have a good designed experiment, you need to understand the gap between the test results and the field implementation. Like we saw Betty Spaghetty example, and also understand the difference between test and the campaign context.
A lot can change, and this is where web experiments are getting very popular because they are cheap and fast. And the cost of experiments are now variable rather than fixed. Like we saw with the example of the Nanoblocks on the Amazon gold box. Now because of all of this, experiments provide forecasts of expected return on investments. And this is really important for marketers because it can help them determine the campaign budgets that are the best to maximize sales. Now that we’re done, I hope you should now be able to distinguish between correlation and causation. Design affective experiments to test marketing hypothesis. And also conduct basic experiments to assess the effectiveness of some of your marketing efforts.

Reinforce your understanding of this week’s content with a summary of key takeaways about marketing experiments. Ask any questions in the comments and share your insights with your fellow learners.

This article is from the free online

Marketing Analytics

Created by
FutureLearn - Learning For Life

Our purpose is to transform access to education.

We offer a diverse selection of courses from leading universities and cultural institutions from around the world. These are delivered one step at a time, and are accessible on mobile, tablet and desktop, so you can fit learning around your life.

We believe learning should be an enjoyable, social experience, so our courses offer the opportunity to discuss what you’re learning with others as you go, helping you make fresh discoveries and form new ideas.
You can unlock new opportunities with unlimited access to hundreds of online short courses for a year by subscribing to our Unlimited package. Build your knowledge with top universities and organisations.

Learn more about how FutureLearn is transforming access to education