However scientific we might want to be about marketing, the truth remains that everything we as marketers do is really a hypothesis. At least the smartest marketers will recognise it as such. This understanding leads to three non-negotiables for marketing effectiveness:
1. Use all the data you can lay your hands on derive insights and create your initial hypothesis or segmentation (the better this initial step, the better the overall outcome).
2. Measure carefully those elements that materially impact your initial hypothesis (be careful not to measure everything just because you can - measure what matters).
3. Design all of your marketing materials to be adaptive so that they can change as a function of your testing and measurement of your initial hypothesis (my agency- Rosetta - refers to this as operationalising the segmentation and you would be surprised at how many segmentation studies gather dust on the shelf and are never really tested in the marketplace).
I suppose this expression of marketing modesty is just another affrimation of Moltke's theory "no battle plan survives contact with the enemy"...