Ever noticed there is a case study for virtually everything you can think of? According to them, everything works!
Well I have news for you: Meh…
I have seen plenty of campaigns focusing on a specific tactic that failed miserably. Yet, if I google “Tactic XYZ case study” I easily find some, from very credible sources, stating that the tactic rocks. Sometimes the case studies have virtually the same variables, the same client type, the same target market than a few campaigns you saw crash n burning.
There’s a very simple explanation to this: Even a broken clock is right twice a day.
Out of a thousand campaigns, inevitably, one will work and will show the results hoped for. A case study will be built. The industry will be misled.
Now… Since the industry heavily relies on case studies, what should you do?
If you find a case study that is interesting: contact the person that built it and ask as many questions as possible about the methodology.
– Were there other tactics running simultaneously?
– How was the data collected?
– What was the test null hypothesis?
– Were there inconsistencies in the data?
– Was this replicated with success for at least 2 other clients?
The industry is moving more and more toward data… learn to filter the good from the terrible.