Test Your Way to the Right Answer

Anita B. Newton

@anitabnewton

Our Opportunity

Our Customers Live Here….

Their Customers Live Here…

The Challenge: 103 Stores. 4 Weeks. Low Budget

We Used Three Online Channels to Rapidly

Learn About Potential Customers

Improving our packaging at point of sale

Culled thru Amazon reviews. Reached out to

customers using Amazon Seller Central

• Why did you buy it?

• What did you use it for?

• Would you recommend it?

Asked Fundamental Questions

Learned from Users

1. Inexpensive

2. Target right customers and gather

lots of feedback quickly

3. Eliminate the Observation Effect

Why Use Paid Advertising to Learn

About Your Customers?

OLD NEW

Generating Customer Traffic

Scarcest Resource is Human Attention

Used Video to Connect with customers

WALMART

MINIVANS

SOCCER MOMS

FEMALE25 – 44

KIDS IN HOUSEHOLD

Hypothesis About Our Customers

MINIVANS

WALMART

SOCCER MOMS

AGE: 25 – 44

GENDER: WOMEN

KIDS IN HOUSEHOLD

Love

Hypothesis About Our Customers

0%

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GA AL TX TX TX

Acworth Alabaster Allen Alvin Abiliene

Top Five Zip Codes

Zip codes with highest video view thru conversions

% s

ale

s g

oa

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Testing Seemingly Unrelated

Interests Yielded Really Positive Results

We found new tools

to test our way to the right answer

but remained focused

On lean fundamentals

THANK YOU

&

HAPPY

HOLIDAYS!

Anita Newton

@anitabnewton