One of the reasons I appreciate the Digital Marketing Academy and CultureHive is that they are becoming an archive of great work that can be used going forward. Finally, there is a method to see who has already tried that idea, tactic, or technique, and how it turned out, so that 100 organizations are not given funding to do the same thing. CultureHive is filled with great case studies that now allow other organizations to focus on pushing the envelope even further.
It may be useful for organizations who are conducting their own experiments outside of the DMA to have some sort of reporting template to follow. Below, I’ve taken a pass at brainstorming some key sections that will be very useful to people wishing to know more about your experiment.
- Background Info — What is the backstory on your organization, and your mission?
- Problem — What issue are you trying to solve? Why is it important?
- Hypothesis — Why do you think this problem is happening? What do you know at the start of the project?
- Obstacles — To date, what obstacles have you encountered, and how are you planning to overcome them?
- Data Gathering — Do you need to gather data? How are you going to do that/how did you do that?
- Experiment — What did you try to change, and how did you go about it?
- Results — Did you learn anything from your experiment?
- Project Review — What problems did you encounter? Are there any holes in your knowledge or results that you still wish you knew? Would you do anything differently were you to start the project all over again now?
- Next Steps — Now that you have completed the project, what are your next steps in the research? What would you tell another organization trying to follow in your footsteps?
- Contact Info — How can someone who is reading this get in touch with you if he/she has questions?
CultureHive is already a great place to read interesting case studies. What if it became an arts organization’s first stop in planning marketing experiments? What if we all got in the habit of saying “let’s see what others have already done… perhaps we can save some time and money on our experiment, or move the knowledge forward.” I’m often quoted as saying “every marketing activity you do should be an experiment” — let us now get in the habit of sharing what we’ve learned.