Improving Marketing Performance With Behavioral Insights

Provided By:

Guidemark Health

February 29, 2016

There are three valuable benefits of using behavioral insights when planning a marketing program.

First, they provide validated models for better predicting human behavior, as opposed to personal opinions or guesswork. Second, they reveal how non-rational and non-conscious factors influence decisions and behaviors. Third, they provide a conceptual basis for developing campaigns that have the potential to deliver better results and outcomes.

Likewise, randomized A/B/n trials are powerful tools that can help marketers compare the impact and effectiveness of one or more marketing programs with minimal cost and time investment before a final decision is made. By adding a control group to an A/B/n trial that is not exposed to the marketing programs being tested, decision makers can gather greater evidence about which specific experimental program delivered the improved results and why those results were delivered.

Also, please listen to our related podcast on this subject, using the link at the bottom of this listing.

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