Scientific Method? Hey, I’m a Conversion Scientist

As you learned in a previous post, I’m just wired to see the world through the scientific method. It get’s extreme.
In this month’s ClickZ Behavioral Marketing Experts column, I apply it to behavioral advertising. The thing I love about the scientific method is that it quickly exposes the challenges in your marketing campaign. Behavioral Marketing is a Conversion Scientists dream, but it poses some challenges when developing hypotheses and figuring out “why” something worked or didn’t work.
The bottom line: don’t just ask your behavioral advertising partner about their technology, methodology and ad network. Ask about the ways they interface with you to ensure you’re getting the best information when investigating, hypothesizing, testing and evaluating.
ClickZ: Behavioral Marketing and the Scientific Method