How do you apply insights from marketing experiments to future actions?

3 Analyze and interpret your results

Once you have collected enough data from your experiment, you need to analyze and interpret your results using appropriate statistical methods. You need to check if your results are statistically significant, meaning that they are unlikely to occur by chance. You also need to check if your results are practically significant, meaning that they have a meaningful impact on your KPIs. For example, you might find that adding a video to your landing page increases conversions by 1%, which is statistically significant but not practically significant. You need to use both statistical and practical significance to evaluate your results and draw conclusions.

4 Communicate and document your findings

After you have analyzed and interpreted your results, you need to communicate and document your findings to your stakeholders and team members. You need to use clear and concise language, visual aids, and actionable recommendations to convey your main insights and implications. You also need to document your experiment details, data, methods, results, and conclusions in a standardized format, such as a report, a dashboard, or a spreadsheet. This will help you keep track of your experiments, share your learnings, and avoid repeating mistakes.

5 Apply and scale your learnings

The final step in applying insights from marketing experiments is to apply and scale your learnings to your future actions. You need to use your results to inform your decisions, optimize your strategies and tactics, and improve your performance. You also need to test your learnings on a larger scale, such as a different segment, channel, or market, to validate and generalize your findings. You need to continuously monitor and measure your results, and adjust your actions accordingly. You also need to keep experimenting and learning, as your audience, competitors, and environment change over time.