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The Globe and Mail

How to take the guessing out of your marketing game

 Getting more out of your marketing may have less to do with adopting new strategies than with getting better results out of what you've already got. The secret lies in testing, writes marketing expert and columnist Ryan Caligiuri in his latest column.

Testing may not seem like the sexiest approach, but it can be among the most effective way to make your marketing work harder and better. But you can't improve on what you can't measure. The whole purpose of testing is to take the conjecture out of your marketing tactics: By measuring results, you can adjust and improve your tactics by creating more predictable outcomes, he writes.

You can find the whole column here.

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Mr. Caligiuri was online to answer your questions.

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