Marketing smarts with Ryan Caligiuri

Let's get into it!

Hi Gordon, thanks for your question today! Testing to me is critical because it removes all the guesswork and biases from you work...

It's not up to us to decide what our market wants. It's our duty to listen through testing and only through tests can we identify what they truly want and most importantly are willing to pay for...

The example you shared in your published piece is a remarkable example of the power of testing. One thing you did not cover in your piece today was testing in social media. Everyone always asks for the ROI of social media, seems like testing will reveal the ROI wouldn’t it? How would you test social media tools like facebook and twitter?

With social media we attach loose terms like engagement and conversation, it's difficult to measure that so we don't do it nor do we have to. But what you can measure is the offers you make in between all of that conversation...

Measure how many people registered through social media just as you could measure the amount of people who registered through email...

Social media is a great communications tool that definitely has business value if we measure it. When it comes to testing, test different tweets or messages and measure to see which one pulls more people in! Thanks for the question PolandFTW.

What if we’ve already begun a traditional advertising campaign and we would like to tack on testing now. Is there any way we measure the success of a campaign after it has been released? I realize this is not ideal, but we ran a campaign and it’s been running for two weeks and after your column I feel we should test this against a future campaign.