Marketing Experiments: Design Tests and Measure Results

This course contains the use of artificial intelligence.

Everyone likes the campaign idea. The numbers move after launch. Before you spend more, can you tell what changed and whether the campaign caused it?

I’m Dr. Law Payne. My master’s degree in Business shapes how I approach these decisions. I designed this course for marketers, founders, growth teams and consultants who want to make a practical recommendation they can explain to a team.

Across ten lectures in two sections, you’ll learn to set hypotheses, choose comparison groups and interpret uncertain test results. In the foundations section, you’ll work through the evidence behind the first decision. The applied section gives you a second case with a different constraint, so you can see where the same reasoning holds and where the decision needs to change.

I designed the case exercises to give you a decision to make before you see the worked reasoning. In the final workshop, you’ll put the work together into an experiment brief with a hypothesis, metric, comparison and decision rule Write down which evidence supports your recommendation, where your assumptions might be wrong, and what you would check before acting.

Bring one decision you’re responsible for at work. Start with the first lecture, then use the case and workshop to practise explaining your recommendation in plain language. Enroll if you want a way to take the next decision from an open discussion to a concrete plan you can share with your team.