The Testing Mindset

Make experimentation part of your advertising work

The Testing Mindset follows advertising experimentation from initial questions to organizational practice. It discusses the infrastructure needed for tests, the construction of hypotheses and measurement plans, and different approaches to testing audiences and creative elements. Analysis chapters address the interpretation of results, while later sections examine roles, processes, and the culture needed to keep learning across campaigns.

The book gives marketers a connected view of experimentation, showing how planning, execution, interpretation, and shared documentation contribute to a more deliberate testing program.

What you’ll find inside

• Testing goals and supporting infrastructure
• Hypotheses and experiment design
• Audience and creative testing approaches
• Result interpretation and analysis frameworks
• Team roles and experimentation culture