The strategic importance of test and learn
A robust test and learn program is fundamental to quantifying the impact of emerging channels and unproven strategies, allowing brands to innovate and validate new tactics, creative approaches, and audience strategies with confidence.
A well-designed testing program also generates data depth and breadth that enhances the accuracy and granularity of marketing mix modeling (MMM). This means new or low-spend activities can be measured with greater statistical confidence.
Gain Theory’s three-step approach to test and learn
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A framework for actionable insights
To ensure every test delivers clear, actionable outcomes, we guide you through a structured, collaborative framework. This framework consists of four key steps:
Design and hypothesis: We begin by establishing clear, simple objectives for the test. Together, we define the core hypothesis and identify all other factors that must be controlled for to ensure we are measuring the right thing.
Feasibility and planning: We conduct a capability assessment to confirm the test can be set up and measured effectively. A detailed plan, including potential costs and timelines, is then finalized and signed off by all stakeholders before activation.
Execution and measurement: As the test goes live, we monitor its execution to ensure it is proceeding as planned. Upon completion, we measure performance directly against the original hypothesis, ensuring a focused and unbiased analysis.
Actionable insights and integration: Our consultants translate test results into meaningful insights and provide actionable recommendations. The learnings are then fed back into our broader measurement models as ‘priors,’ ensuring that insights from granular tests continuously improve the accuracy of our entire measurement ecosystem. -
An advanced measurement engine for unprecedented scale
Our testing methodology is designed for speed and precision, controlling for external factors and enabling multiple concurrent tests.
- Our primary engine is Sensor™, our proprietary, geo-based measurement solution, which integrates directly with your test design process and reads performance live.
- Complementing this is our Market Selector tool, which uses a proprietary algorithm to identify optimal control groups, ensuring robust, statistically sound test setups.
This powerful combination allows us to deliver detailed results for rapid, in-flight optimization. We also provide expert guidance in designing and executing robust, traditional A/B tests for situations where that approach is preferred or required.
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Benchmark-informed guidance
In situations where a new tactic has no historical data or a full test isn’t feasible, we leverage our extensive database of industry benchmarks. This allows us to provide directional guidance and build ‘proxy’ response curves to help you make more informed decisions from day one.
Enabling confident innovation
By combining a strategic framework with advanced measurement tools and extensive industry benchmarks, we provide a comprehensive and flexible solution that enables you to test, learn, and scale new initiatives with confidence and precision.
