Controlled Website Tests
Analysis of web traffic reveals a great deal about the online behaviour of users. The data however does not explain why they do what they do, which is crucially important if marketers wish to act on the information.
Understanding “why people do what they do” typically involves a two stage process — constructing hypothesis or scenarios, and testing those hypothesis. To construct hypothesis, and explore issues and scenarios, marketers often conduct qualitative research, or use techniques akin to qualitative research. To test hypothesis and alternatives, they rely on quantitative research methods, and their website is often the ideal platform for data collection.
A/B testing and multivariate testing allow marketers to test elements (headlines, paragraph text, images, call-to-action buttons, testimonials etc.) on a web page. A/B Testing is used when marketers want to choose between one of two or more versions of a web page. If they are seeking to optimize the elements on the page, multivariate testing will reveal the elements they need to focus on.
Note: To find content on MarketingMind type the acronym ‘MM’ followed by your query into the search bar. For example, if you enter ‘mm consumer analytics’ into Chrome’s search bar, relevant pages from MarketingMind will appear in Google’s result pages.
Marketing Analytics Workshop
In an analytics-driven business environment, this analytics-centred consumer marketing workshop is tailored to the needs of consumer analysts, marketing researchers, brand managers, category managers and seasoned marketing and retailing professionals.
Digital Marketing Workshop
Two-day hands-on training on Digital Marketing, conducted at the NUS Business School. Designed to make you more effective in developing and executing digital marketing strategies. You learn to use Google Search Console, Google Analytics and Google Ads to execute online marketing initiatives, run search and display advertising campaigns, and track and optimize performance.
What they SHOULD TEACH at Business Schools
Is marketing education fluffy too?
Experiential Learning via Simulators | Best Way to Train Marketers
Marketing simulators impart much needed combat experiences, equipping practitioners with the skills to succeed in the consumer market battleground. They combine theory with practice, linking the classroom with the consumer marketplace.
