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Do You Document Failed Marketing Tests?

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nColeman

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Successful experiments are easy to share, but failed tests can prevent the same mistakes later. Do you keep a simple record of the hypothesis, setup, result, and what you would change next time?
 
I keep a short experiment log with the hypothesis, audience, creative or page version, budget, dates, and decision metric. The most useful part is noting why the test failed and the exact condition that would justify trying it again.
 
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