ExactTarget has some smart folks, including its founder, Chris Baggott, and its recent addition to its “strategic services”, Morgan Stewart. And, as I’ve said before, I am ever more disappointed when smart people do not-so-smart things.
This guy makes some decent points about some of our industry studies, but he is dismissing the value of any learning that comes from macro level studies. There is tremendous value in looking at macro-level information, there is also value in conducting controlled experiments. We always advocate testing. Macro level studies can not tell you what will work for your program. Neither can case studies that highlight another company’s successes or failures. The key is to learn from a variety of studies and spark ideas that help determine the things that you should be testing in your program. Nevertheless, this is well worth the read: http://www.nettakeaway.com/tp/article/212/if-you-cant-do-it-right-add-more-sample
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