Creating a successful marketing campaign is much like conducting a science experiment. In the beginning, you take the best assumptions you can gather, create a strategy, implement the plan, analyze the results, tweak the program based on what you observe and repeat the process. We call this the Science of Marketing. As you continue through this cycle, your marketing program continues to become more and more effective and efficient.

Your company should constantly be learning. Try new things and analyze the outcomes. Make adjustments and try it again. Nothing stays static. Continually trying to get better is the only way to ensure you don’t fall behind.