In an era of profound technology-driven innovation, the imperative to continuously ‘test and learn’ is more essential than ever. This is a key takeout from the work on measurement frameworks led by the IPA Effectiveness Leadership Group, which will be revealed at this year's IPA Effectiveness Conference on 9 October.
Join JICMAIL to dive deeper into the experimentation challenge, at their satellite event held virtually on Monday 21 October at 12pm.
The lead author of the IPA report, Simeon Duckworth will present the headlines on experimentation and Ian Gibbs, JICMAIL's Data Leadership and Learning Director will draw on recent work on effectiveness from the DMA through their Value of Measurement and Value of Creativity reports.
They will be joined by a guest speaker where the application of test and learn is part of their day-job, to build the conversation around the real-world practicalities of consistent experimentation, offering hints and tips to making this happen within pressured campaign cycles.