APT Chairman featured in Chief Marketing TechnologistNovember 1st, 2013 | Posted by in Retail
“[APT’s] credentials in controlled experiments in business, particularly retail, are unparalleled,” wrote Scott Brinker in a recent article for Chief Marketing Technologist. In the interview, APT Chairman Jim Manzi discussed the importance of running in-market tests for leading organizations to understand the impact of each business decision. Manzi explains that due to the extremely “noisy” data environment in which consumer-facing businesses operate, there are countless external factors that may contribute to the outcome of any new program (e.g. a remodel program or a new ad campaign). However, by actually implementing the program with a small subset of stores, employees, or customers prior to broader rollout, executives can understand the true cause-and-effect impact of each decision. Click here to read the full article.
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