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It's time to close the experimentation gap in advertising: Confronting myths surrounding ad testing
Marketers know that running experiments is a proven way to improve results and gain competitive advantage against rivals. Despite this knowledge--and the fact that experiments are now easier to conduct than ever before--data shows that marketers consistently under-experiment. In this article, we examine why this gap exists and what can be done to close it. We do so by connecting with seniorlevel marketing professionals representing seven consumer-facing industries in two phases. First, through a series of interviews, we gain initial understanding of the concerns, challenges, and realities of those working in the industry. Following this phase, we surveyed a larger group to corroborate and extend our initial findings, comparing cases to identify challenges and the strategies used to overcome them. We present our findings as a series of experimentation myths before closing with a broader perspective on how organizations can infuse experimentation into their culture.