It is less risky to try big and bold things online than it is in the offline world of faith-based initiatives. So why not let your creativity soar? Why not let all of your ideas democratically flourish? Why have HiPPOs (Highest Paid Person’s Opinions) second-guess and make decisions? Why not think of awesome insane crazy magnificent things? With web analytics and marketing optimization tools, anybody can construct a quick test. Why are marketers so afraid to let their customers tell them what works? Testing is awesome for all of us (both the qualitative and quantitative people). I love showing creative people that one thing the analytics can help do amazingly is to help them focus on what’s important and what to fix, rather than just going by what you think is wrong or where to focus on to get the biggest bang for the buck.
