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{"id":2856,"date":"2020-06-18T14:39:57","date_gmt":"2020-06-18T13:39:57","guid":{"rendered":"https:\/\/new.bscnordic.com\/?p=2856"},"modified":"2021-04-19T12:54:28","modified_gmt":"2021-04-19T11:54:28","slug":"debat-eksperimenter-er-vejen-til-vaekst","status":"publish","type":"post","link":"https:\/\/bscnordic.com\/debat-eksperimenter-er-vejen-til-vaekst\/","title":{"rendered":"Debat: Eksperimenter er vejen til v\u00e6kst"},"content":{"rendered":"\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img width=\"1024\" height=\"781\" src=\"https:\/\/i2.wp.com\/new.bscnordic.com\/wp-content\/uploads\/2020\/08\/Job_9199-scaled-1-1024x781.jpg?resize=1024%2C781&#038;ssl=1\" alt=\"\" class=\"wp-image-3030\" srcset=\"https:\/\/i1.wp.com\/bscnordic.com\/wp-content\/uploads\/2020\/08\/Job_9199-scaled-1.jpg?resize=1024%2C781&amp;ssl=1 1024w, https:\/\/i1.wp.com\/bscnordic.com\/wp-content\/uploads\/2020\/08\/Job_9199-scaled-1.jpg?resize=500%2C381&amp;ssl=1 500w, https:\/\/i1.wp.com\/bscnordic.com\/wp-content\/uploads\/2020\/08\/Job_9199-scaled-1.jpg?resize=768%2C586&amp;ssl=1 768w, https:\/\/i1.wp.com\/bscnordic.com\/wp-content\/uploads\/2020\/08\/Job_9199-scaled-1.jpg?resize=1536%2C1171&amp;ssl=1 1536w, https:\/\/i1.wp.com\/bscnordic.com\/wp-content\/uploads\/2020\/08\/Job_9199-scaled-1.jpg?resize=2048%2C1562&amp;ssl=1 2048w, https:\/\/i1.wp.com\/bscnordic.com\/wp-content\/uploads\/2020\/08\/Job_9199-scaled-1.jpg?resize=1416%2C1080&amp;ssl=1 1416w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" data-recalc-dims=\"1\" loading=\"lazy\" \/><\/figure><\/div>\n\n\n\n<p class=\"has-medium-font-size\"><strong>\u201dLast Click\u201d lever i bedste velg\u00e5ende i digitale marketing afdelinger. Konsekvensen af dette er spild af marketingkroner i million-klassen p\u00e5 digitale kanaler og strategier.<\/strong><\/p>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-background has-luminous-vivid-amber-background-color has-luminous-vivid-amber-color is-style-wide\"\/>\n\n\n\n<p><a href=\"https:\/\/www.linkedin.com\/shareArticle?mini=true&amp;url=https%3A%2F%2Fmarkedsforing.dk%2Fartikler%2Fdebat%2Fdebat-den-digitale-kunderejse-kommer-for-alvor-i-fokus-efter-sommerferien%2F\" target=\"_blank\" rel=\"noreferrer noopener\"><\/a><\/p>\n\n\n\n<p>Skrevet af Jakob Kofoed, CEO, &amp; Anders Kj\u00e6rb\u00f8ll, Digital Strategy Lead<\/p>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-background has-luminous-vivid-amber-background-color has-luminous-vivid-amber-color is-style-wide\"\/>\n\n\n\n<p class=\"has-black-color has-text-color has-medium-font-size\"><strong>KLUMME:<\/strong>&nbsp;Luigi ans\u00e6tter tre drenge til at uddele rabatkuponer for at tiltr\u00e6kke flere kunder til hans pizzeria. Efter en uge viser det sig, at der er et marketing-geni iblandt de tre drenge &#8211; det v\u00e6lter ind med kunder, der har rabat kuponer med, som han har uddelt.<\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-medium-font-size\">De to andre drenge har mindre held og sp\u00f8rger derfor, hvordan han g\u00f8r det. Marketing-geniet svarer, at han bare stiller sig ud i k\u00f8en foran pizzariet og deler rabatkuponerne ud til de kunder, der er ved at beslutte sig for, hvilken pizza de skal bestille.<\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-medium-font-size\">Luigi sp\u00f8rger naturligvis sig selv, om pizzeriaet havde solgt lige s\u00e5 mange pizzaer uden hj\u00e6lp fra marketing-geniet?&nbsp;<a href=\"https:\/\/thecorrespondent.com\/100\/the-new-dot-com-bubble-is-here-its-called-online-advertising\/13228924500-22d5fd24\">[thecorrespondent]<\/a><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-medium-font-size\">Hvad sker der, n\u00e5r vi bytter rabatkuponer ud med digitale medier?&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-medium-font-size\">Der er desv\u00e6rre ikke den store forskel. Langt st\u00f8rstedelen af danske annonc\u00f8rer bruger n\u00f8jagtig samme logik (eller mangel p\u00e5 samme) til at m\u00e5le og optimere effekten af deres digitale investeringer. \u201dLast Click\u201d lever i bedste velg\u00e5ende i digitale marketing afdelinger.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-medium-font-size\">Konsekvensen af dette er spild af marketingkroner i million-klassen p\u00e5 digitale kanaler og strategier, der har en stor impact p\u00e5 n\u00f8je udvalgte digitale KPI\u2019er, men som ikke hj\u00e6lper med at levere v\u00e6kst til forretningen.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-medium-font-size\">Adidas delte sidste \u00e5r et tankev\u00e6kkende eksempel p\u00e5, hvor galt det kan g\u00e5, n\u00e5r man fokuserer for meget p\u00e5 de forkerte digitale KPI\u2019er. T\u00f8jbrandet gennemf\u00f8rte et eksperiment ved et tilf\u00e6lde, da deres Google-konto gik ned i Latinamerika p\u00e5 grund af tekniske problemer.<\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-medium-font-size\">Til deres store overraskelse, havde det ikke en impact p\u00e5 deres oms\u00e6tning. Adidas har nu \u00e6ndret kurs og bruger en blanding af \u00f8konometri og eksperimenter til at optimere deres marketing strategi i stedet for kortsigtede digitale KPI\u2019er.&nbsp;<a href=\"https:\/\/www.marketingweek.com\/adidas-marketing-effectiveness\/\">[Marketing Week]<\/a><\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-medium-font-size\">Kontrollerede eksperimenter er vejen frem for brands, der vil skabe langsigtet v\u00e6kst igennem mere effektiv kommunikation.<\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-medium-font-size\">I en digital marketingverden, hvor der er uanede kombinationer af kanaler, medier, formater, teknologier, audiences, osv. er det umuligt for selv den mest erfarne marketing-strateg at forudse, hvad der skaber mest salg.<\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-medium-font-size\">Der er brug for simple og en-dimensionelle svar p\u00e5, hvor meget ekstra salg, en digital kampagne leverer. Flere digitale KPI\u2019er er ikke den rigtige l\u00f8sning. Tv\u00e6rtimod skaber de mere forvirring og tager os endnu l\u00e6ngere v\u00e6k fra fact based-beslutninger.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-medium-font-size\">Heldigvis er der en spirende interesse for at m\u00e5le&nbsp;<em>incrementality&nbsp;<\/em><a href=\"https:\/\/lumapartners.com\/content\/presentations\/lumas-state-of-digital-media-2019\/\">[Luma Partners]<\/a>&nbsp;(alts\u00e5 v\u00e6kst)&nbsp;ved hj\u00e6lp af kontrollerede eksperimenter<em>.&nbsp;<\/em>Globale&nbsp;virksomheder som Netflix, Booking.com og Walmart viser vejen ved at skalere eksperimenter til st\u00f8rstedelen af deres marketingbeslutninger.<\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-medium-font-size\">De har p\u00e5 hver deres m\u00e5de indf\u00f8rt en gennemgribende \u201dculture of experimentation\u201d, hvor resultatet af et eksperiment vinder over \u201dhighest paid persons opinion\u201d.&nbsp;&nbsp;Booking.com gennemf\u00f8rte sidste \u00e5r cirka 25.000 eksperimenter for at drive effektiv innovation og tage \u201dde rigtige\u201d beslutninger, der skaber fremdrift i forretningen&nbsp;<a href=\"https:\/\/hbr.org\/2020\/03\/productive-innovation\">[HBR]<\/a>. Det er b\u00e5de modigt og inspirerende.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-medium-font-size\">De tekniske barrierer for at udf\u00f8re kontrollerede eksperimenter p\u00e5 digitale medier er blevet mindre og metoderne mere tilg\u00e6ngelige. Facebook og Google tilbyder &#8220;Conversion Lift&#8221;-analyser til display og video, mens det ogs\u00e5 er muligt at designe paid search-eksperimenter med software udviklet af Google.<\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-medium-font-size\">Sidste \u00e5r hjalp vi en lang r\u00e6kke danske annonc\u00f8rer med at udf\u00f8re eksperimenter p\u00e5 tv\u00e6rs af kanaler. Kontrollerede ekseperiementer vinder frem.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-medium-font-size\">Den st\u00f8rste udfordring for at komme i gang er kulturel. Danske annonc\u00f8rer har i \u00e5revis optimeret deres digitale marketing p\u00e5 \u201dLast Click\u201d-KPI\u2019er, s\u00e5 det kr\u00e6ver stort mod at skifte metode. Det kr\u00e6ver is\u00e6r mod at tage hul p\u00e5 de f\u00f8rste eksperimenter, der m\u00e5ske stiller den nuv\u00e6rende strategi i et d\u00e5rligt lys. Med andre ord, det kr\u00e6ver mod at \u201dfejle\u201d.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-medium-font-size\">Annonc\u00f8rer og bureauer skal i f\u00e6llesskab eksperimentere, fejle, l\u00e6re og forbedre &#8211; det er den mest effektive m\u00e5de at navigere i den komplekse digitale marketingverden, vi befinder os i, og det er den mest effektive m\u00e5de at v\u00e6kste jeres forretning.&nbsp;&nbsp;<\/p>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-background has-luminous-vivid-amber-background-color has-luminous-vivid-amber-color is-style-wide\"\/>\n\n\n\n<p>Share this blog post!<\/p>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container\"><\/div><\/div>\n\n\n","protected":false},"excerpt":{"rendered":"<p>\u201dLast Click\u201d lever i bedste velg\u00e5ende i digitale marketing afdelinger. Konsekvensen af dette er spild af marketingkroner i million-klassen p\u00e5 digitale kanaler og strategier. Skrevet af Jakob Kofoed, CEO, &amp; Anders Kj\u00e6rb\u00f8ll, Digital Strategy Lead KLUMME:&nbsp;Luigi ans\u00e6tter tre drenge til&hellip; <br \/> <a class=\"read-more\" href=\"https:\/\/bscnordic.com\/debat-eksperimenter-er-vejen-til-vaekst\/\">Read more<\/a><\/p>\n","protected":false},"author":2,"featured_media":3059,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","_oct_exclude_from_cache":false,"spay_email":""},"categories":[34,8,4,29],"tags":[23,22,21],"featured_image_urls":{"full":["https:\/\/i1.wp.com\/bscnordic.com\/wp-content\/uploads\/2020\/08\/Eksperimenter.png?fit=435%2C332&ssl=1",435,332,false],"thumbnail":["https:\/\/i1.wp.com\/bscnordic.com\/wp-content\/uploads\/2020\/08\/Eksperimenter.png?resize=150%2C150&ssl=1",150,150,true],"medium":["https:\/\/i1.wp.com\/bscnordic.com\/wp-content\/uploads\/2020\/08\/Eksperimenter.png?fit=435%2C332&ssl=1",435,332,true],"medium_large":["https:\/\/i1.wp.com\/bscnordic.com\/wp-content\/uploads\/2020\/08\/Eksperimenter.png?fit=435%2C332&ssl=1",435,332,true],"large":["https:\/\/i1.wp.com\/bscnordic.com\/wp-content\/uploads\/2020\/08\/Eksperimenter.png?fit=435%2C332&ssl=1",435,332,true],"1536x1536":["https:\/\/i1.wp.com\/bscnordic.com\/wp-content\/uploads\/2020\/08\/Eksperimenter.png?fit=435%2C332&ssl=1",435,332,true],"2048x2048":["https:\/\/i1.wp.com\/bscnordic.com\/wp-content\/uploads\/2020\/08\/Eksperimenter.png?fit=435%2C332&ssl=1",435,332,true],"post-thumbnail":["https:\/\/i1.wp.com\/bscnordic.com\/wp-content\/uploads\/2020\/08\/Eksperimenter.png?fit=435%2C332&ssl=1",435,332,true],"mesmerize-full-hd":["https:\/\/i1.wp.com\/bscnordic.com\/wp-content\/uploads\/2020\/08\/Eksperimenter.png?fit=435%2C332&ssl=1",435,332,true]},"post_excerpt_stackable":"<p>\u201dLast Click\u201d lever i bedste velg\u00e5ende i digitale marketing afdelinger. Konsekvensen af dette er spild af marketingkroner i million-klassen p\u00e5 digitale kanaler og strategier. Skrevet af Jakob Kofoed, CEO, &amp; Anders Kj\u00e6rb\u00f8ll, Digital Strategy Lead KLUMME:&nbsp;Luigi ans\u00e6tter tre drenge til at uddele rabatkuponer for at tiltr\u00e6kke flere kunder til hans pizzeria. Efter en uge viser det sig, at der er et marketing-geni iblandt de tre drenge &#8211; det v\u00e6lter ind med kunder, der har rabat kuponer med, som han har uddelt. De to andre drenge har mindre held og sp\u00f8rger derfor, hvordan han g\u00f8r det. Marketing-geniet svarer, at han bare&hellip;<\/p>\n","category_list":"<a href=\"https:\/\/bscnordic.com\/category\/blog\/\" rel=\"category tag\">Blog<\/a>, <a href=\"https:\/\/bscnordic.com\/category\/blog\/knowledge\/business\/\" rel=\"category tag\">Business<\/a>, <a href=\"https:\/\/bscnordic.com\/category\/blog\/knowledge\/\" rel=\"category tag\">Knowledge<\/a>, <a href=\"https:\/\/bscnordic.com\/category\/blog\/markedsforing-dk\/\" rel=\"category tag\">Markedsf\u00f8ring.dk<\/a>","author_info":{"name":"Trine Norris","url":"https:\/\/bscnordic.com\/author\/trine-norris\/"},"comments_num":"0 comments","featured_image_urls_v2":{"full":["https:\/\/i1.wp.com\/bscnordic.com\/wp-content\/uploads\/2020\/08\/Eksperimenter.png?fit=435%2C332&ssl=1",435,332,false],"thumbnail":["https:\/\/i1.wp.com\/bscnordic.com\/wp-content\/uploads\/2020\/08\/Eksperimenter.png?resize=150%2C150&ssl=1",150,150,true],"medium":["https:\/\/i1.wp.com\/bscnordic.com\/wp-content\/uploads\/2020\/08\/Eksperimenter.png?fit=435%2C332&ssl=1",435,332,true],"medium_large":["https:\/\/i1.wp.com\/bscnordic.com\/wp-content\/uploads\/2020\/08\/Eksperimenter.png?fit=435%2C332&ssl=1",435,332,true],"large":["https:\/\/i1.wp.com\/bscnordic.com\/wp-content\/uploads\/2020\/08\/Eksperimenter.png?fit=435%2C332&ssl=1",435,332,true],"1536x1536":["https:\/\/i1.wp.com\/bscnordic.com\/wp-content\/uploads\/2020\/08\/Eksperimenter.png?fit=435%2C332&ssl=1",435,332,true],"2048x2048":["https:\/\/i1.wp.com\/bscnordic.com\/wp-content\/uploads\/2020\/08\/Eksperimenter.png?fit=435%2C332&ssl=1",435,332,true],"post-thumbnail":["https:\/\/i1.wp.com\/bscnordic.com\/wp-content\/uploads\/2020\/08\/Eksperimenter.png?fit=435%2C332&ssl=1",435,332,true],"mesmerize-full-hd":["https:\/\/i1.wp.com\/bscnordic.com\/wp-content\/uploads\/2020\/08\/Eksperimenter.png?fit=435%2C332&ssl=1",435,332,true]},"post_excerpt_stackable_v2":"<p>\u201dLast Click\u201d lever i bedste velg\u00e5ende i digitale marketing afdelinger. Konsekvensen af dette er spild af marketingkroner i million-klassen p\u00e5 digitale kanaler og strategier. Skrevet af Jakob Kofoed, CEO, &amp; Anders Kj\u00e6rb\u00f8ll, Digital Strategy Lead KLUMME:&nbsp;Luigi ans\u00e6tter tre drenge til at uddele rabatkuponer for at tiltr\u00e6kke flere kunder til hans pizzeria. Efter en uge viser det sig, at der er et marketing-geni iblandt de tre drenge &#8211; det v\u00e6lter ind med kunder, der har rabat kuponer med, som han har uddelt. De to andre drenge har mindre held og sp\u00f8rger derfor, hvordan han g\u00f8r det. Marketing-geniet svarer, at han bare&hellip;<\/p>\n","category_list_v2":"<a href=\"https:\/\/bscnordic.com\/category\/blog\/\" rel=\"category tag\">Blog<\/a>, <a href=\"https:\/\/bscnordic.com\/category\/blog\/knowledge\/business\/\" rel=\"category tag\">Business<\/a>, <a href=\"https:\/\/bscnordic.com\/category\/blog\/knowledge\/\" rel=\"category tag\">Knowledge<\/a>, <a href=\"https:\/\/bscnordic.com\/category\/blog\/markedsforing-dk\/\" rel=\"category tag\">Markedsf\u00f8ring.dk<\/a>","author_info_v2":{"name":"Trine Norris","url":"https:\/\/bscnordic.com\/author\/trine-norris\/"},"comments_num_v2":"0 comments","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.4.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Eksperimenter er vejen til v\u00e6kst- Business Science<\/title>\n<meta name=\"description\" content=\"Danske annonc\u00f8rer har i \u00e5revis optimeret deres digitale marketing p\u00e5 \u201dLast Click\u201d-KPI\u2019er, og det kr\u00e6ver 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