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What Is Growth Marketing? | Twilio Segment
Growth marketing is an iterative, data-driven approach to increasing customer acquisition, retention, and revenue. A defining characteristic of growth marketing ...
experimentation
Growth marketing is an iterative, data-driven approach to increasing customer acquisition, retention, and revenue. A defining characteristic of growth marketing is the focus on <anchor>experimentation</anchor>: growth marketers will launch a series of tests throughout the funnel (e.g. personalizing landing pages, A/B testing email subject lines) to better understand user interest, intent, and product-market fit – using these insights to continuously adjust campaigns.
Building a successful experimentation program is a marathon, not a sprint. | Twilio Segment
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Growth & Marketing

# Building a successful experimentation program is a marathon, not a sprint.

Sophisticated experimentation programs require the right people, process, tools, and data.

November 02, 2020

By Tayler Mehit

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I know what you’re thinking—the “marathon” analogy is worn out.

However, after listening to a recent panel of experimentation experts at CDP Week, it’s hard to find a more accurate analogy.

The panel featured Laura Brodie, Director of Customer Lifecycle & Growth at Ritual, Mike Doll, Head of Data & Analytics at Udacity, and Josh Wexler, Chief Product Officer at Chopra Global. These experts shared their experiences developing experimentation and personalization strategies at fast-growing companies. Despite their different roles, each expert’s advice shared a common theme: You can’t build a sophisticated experimentation program overnight; it requires the right people, process, and data. It’s a marathon, not a sprint.

experimentation blog post image

## Step 1- Make a Plan

When you decide to run your first marathon, the first step is often to create the right training plan for your personal fitness level. Someone who regularly runs 5k and 10k races is going to have a different training plan than someone who hasn’t run since high school gym class.

Similarly, building an experimentation program starts with creating the right plan based on where your business is today and where you want to go. You need realistic milestones and timelines. Laura Brodie, Director of Customer Lifecycle & Growth, described Ritual’s approach:

## Step 2 - Invest in the right tools

Once you have your marathon training plan, you need to invest in the right equipment to start training. You might need to invest in a new pair of long distance running shoes or warmer athletic gear if you’re going to train during the winter.

The same goes for experimentation. You need to invest in the right tools to help you execute your plan, especially the right data infrastructure to manage your data. All three speakers use Segment as their Customer Data Platform (CDP) to collect, standardize, unify, clean, and activate their customer data. Segment has helped them understand the complete customer journey, and enabled their companies to invest in a data first mentality. Mike Doll, Head of Data & Analytics at Udacity, shares the importance of putting the right tools in place to manage your data:

Once the speakers implemented Segment, they focused on educating their teams around what data is available and what types of tests and experiences they were able to create.

## Step 3 - Start executing your plan

Once you have your shoes and your training plan, it’s time to actually put the sneakers on and start running.  But you have to start with small, manageable running goals because you might injure yourself if you try to do too much too soon.

Once data and customer teams have the tools in place and experimentation frameworks to follow, they should work in partnership to create hypotheses and an experimentation roadmap. At this stage, it’s about following your plans to slowly build up your stamina, and being patient while experimentation becomes more natural. Just like training for a marathon, running long distances eventually becomes more natural and more satisfying as you start to achieve your goals.

Josh Wexler, CPO at Chopra Global, shared a simple framework for how he thinks about data and what to test:

## Step 4 - As you reach milestones, set harder goals

Once 10 miles starts to feel manageable, you push for 15 miles. Then 20. Then the full 26.2.  But it’s going to take patience and determination to get there.  And like many addicted runners, crossing your first finish line will likely be just the beginning of a long running journey.

Once you experience the endorphins from achieving your KPIs through experimentation, you will likely want to continue to improve your experimentation program, dive into more sophisticated personalization, and perfect the customer journey.

All three speakers reiterated that long term experimentation programs, just like long distance running, take discipline. They require taking the time to set up the right types of tests for clean results, they require working together with data experts, and they require the right data. With the right customer data infrastructure, the right data, and the right frameworks and strategy in place, you can begin to focus on the optimal customer journeys.

To improve your own data strategy, take our customer data maturity evaluation and receive actionable recommendations on taking the next step.

If you want to learn more about how Segment can help you accelerate your experimentation and personalization strategies, reach out to request a demo today.

The state of personalization 2023

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