One this episode of the Rethink Marketing Podcast, Colin Jeffries and Paul Frodge opine on finding the right balance between testing and optimization in marketing and advertising. They explore whether there is a point where testing becomes excessive and whether or not perfection is actually attainable. How important is intentionality in testing? How should today’s marketers think about the opportunity costs of excessive testing? There is value of continuous improvement and to adapt to emerging trends, but isn’t it time to rethink common assumptions and the value of testing?

Chapters:

• 00:00 – Introduction
• 02:22 – Constantly Testing and Optimizing
• 04:44 – Striving for Perfection
• 06:12 – Efficiency vs. Profitability
• 08:48 – Intentionality in Testing
• 10:02 – Opportunity Cost and Global Trends
• 12:16 – Perfection and Continuous Improvement
• 13:50 – The Juice Worth the Squeeze
• 15:17 – Testing Beyond Advertising Campaigns
• 16:14 – Summary and Conclusion

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