John Senior: Boosting Your Digital Marketing Effectiveness with Experimental Design

Experimental design is more powerful than A/B testing because it allows you to test multiple variables and launch multiple campaigns at once. John Senior, partner in Bain’s Asia-Pacific Customer Strategy and Marketing practice, talks about the key questions to ask when you're looking to improve your digital marketing performance.

Read the Bain Brief: Go big and get smart: Boosting your digital marketing effectiveness