Google / MRS: The Essentials of Experimental Marketing vol 1 - Think like a scientist

This is the first of a three-part series on using experiments to prove marketing effectiveness developed between MRS and Google. In this module we’ll cover the key principles of the experimental framework and how to generate testable hypotheses with clients.

It will focus on media effectiveness, but the approach can be used for many marketing applications. Experimentation is an integral part of Google’s DNA. Back in February 2000, Google ran its first A/B experiment on the Google Search results page, now Google runs approximately 7,000 experiments per year on its own search engine. With this heritage, Google has developed ways of applying the scientific approach to media, marketing and business decision making.

Who will find it useful?

Account managers and execs, and market researchers/analysts working on media evaluation. Attending the following 2 modules is recommended but not mandatory.

Aims and Objectives

• Provide a framework to develop a testable hypothesis from an observation
• Go through a guided exercise on how to scope an experiment
• Review case studies of real-life applications of this framework
• Discuss potential applications