| Good morning, Marketer, and what are you looking to get out of your tests? If you want better results from testing, you’re doing it wrong. Tim Parkin puts it this way: “The true purpose is gaining new insights into what works (and what doesn’t).” See his full post below. The insights from your testing program can help you execute future campaigns. It’s about gaining knowledge, not scoring a one-off boost. That’s why goals are important. If you don’t set the right goals, your testing – or other marketing functions – could start in the wrong direction. Chris Wood,
Editor | 