In marketing we make many assumptions:
- How will people perceive a message.
- Who is our typical buyer.
- Where is our target audience.
- How can we attract the most buyers.
- What is the key trigger that makes people buy our product.
- …
Our marketing success largely depends on us making the right assumptions, measuring the right numbers and noticing as early as possible if we have made a mistake. Jonathan wrote an article about the Lean Marketing Process, where he explains in detail the process: Make assumptions, test/measure, adjust.
A very common mistake is to measure marketing success with a number that does not really tell, if you are successful in reaching your goals.
Why False Assumptions and Wrong Metrics Can Kill Your Marketing Success
