The scientific method is an objective, problem-solving approach that involves establishing facts and drawing informed conclusions through careful testing and analysis. The process requires you to observe, conduct research and form a hypothesis about a problem, which you’re probably already doing in your retail marketing campaigns.
While making observations and tailoring a campaign to help you solve a specific problem might be standard practice, many marketing teams forget about the other steps of the scientific method. Testing different ideas, analyzing the results and modifying your approach are the secrets to long-term success.
Why Use the Scientific Method as a Retail Marketer?
Using the scientific method in marketing helps you generate accurate, objective data for campaign performance rates. It involves conducting marketing experiments, reporting and using the results to create more data-driven campaigns that improve your ROI.
A recent Invesp marketing study found that marketers who leverage data-driven ad personalization saw five to eight times more ROI on their campaign spend in 2022. The scientific method helps you continuously reﬁne how you connect with your audience and build a stronger, more direct line of communication with your shoppers.
How To Use the Scientific Method in Shopper Marketing
1. Treat campaigns as experiments.
Treating marketing as an experiment reveals the key factors affecting your performance, allowing you to tweak your approach and improve your metrics. A good marketing experiment involves minimal variables, includes a control group and sets clear KPIs and benchmarks before campaign activation. Always aim to gather quantitative data – measurable results that help you set goals for your next campaign.
2. Analyze the results.
A Wharton School of the University of Pennsylvania study found that 57% of marketers misinterpret data – likely drawing inaccurate conclusions and steering marketing campaigns in the wrong direction. Once you’ve run your campaign, you must evaluate, consolidate and share your collected data in comprehensive reports. Reporting can help you understand shopper behavior and how your campaign fits into the bigger marketing picture.
3. Modify your approach.
Even if your campaign was successful and drove excellent sales or increased web traﬃc, always consider how you can improve or replicate the results in other campaigns. Keep a record of what works and what doesn’t, and make the data accessible for everyone in your marketing team to use as case studies for future experiments.
Reporting Tips for Shopper Marketing Campaigns
Implementing accurate performance reporting methods can help you conduct a better marketing analysis to steer your campaigns in the right direction. Reporting helps you track your performance and predict the outcomes of future campaigns, which can influence your budget and business decisions. Numerous digital reporting tools for shopper marketing can help you collect and compare data across campaigns.
Before choosing a reporting method, define the report’s purpose and your marketing goals. You can use key performance indicators (KPIs) and sales metrics, such as customer satisfaction, conversion rates and average transaction values, to set expectations and determine whether you’re meeting your goals.
We recommend analyzing these sales metrics for shopper marketing campaigns:
- Month-over-month unit velocity
- Month-over-month unit volume
- Movement within a control group
- Average increase in incremental units
Work With a Trusted a Shopper Marketing Agency
Cliffedge Marketing is an established shopper marketing agency based out of St. Louis with over 20 years of experience helping brands succeed at retail. We have helped dozens of grocery and CPG brands stand out with more engaging campaigns based on a tried and tested, data-driven approach.