One of the things we need to remember as we start to imbue our marketing with more measurement right from the beginning is that if we start out with a poor hypothesis – even the best measurement and/or testing process is useless. I just finished reading a wonderful book called Street Fighting Mathematics – and it really puts the idea of “good guessing” into perspective. I think it’s a really important lesson for us as digital marketers.
The book called Street-Fighting Mathematics – The Art of Educated Guessing and Opportunistic Problem Solving by Sanjoy Mahajan. If you like math problems – it’s definitely for you. And, the author opens the book up with this: “too much mathematical rigor teaches rigor mortis: the fear of making an unjustified leap even when it lands on a correct result.”
More on The Adaptive Marketer
