Data-Driven Experimentation Isnt a Contradiction Beet.TV [Video]

Miami—Finding the right balance between marketing experimentation and data integrity is the crucial test for brands right now, according to Eddie Gonzalez, chief strategy officer at Razorfish.

“At Razorfish, we think it’s important to have both a short-term and long-term strategy, but you need to balance the way that you’re experimenting with your data integrity,” Gonzalez told us at the POSSIBLE conference.

For the digital agency, every test must serve a specific purpose and connect to broader objectives.

“Every experiment has to roll up into a larger strategic learning agenda that is aligned to both our short-term and long-term strategy,” Gonzalez said. “That means that every experiment we run has a specific business objective and a series of learning questions.”

This approach helps brands avoid the common pitfalls Gonzalez often observes: either testing too little out of fear of failure or testing too much without clear purpose.

“Our recommendation is you need to be out there testing, …