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Good morning, everyone. In the fast-paced world of digital marketing, the temptation to act on intuition or fleeting trends is ever-present. However, sustainable success is rarely built on guesswork. It is forged through disciplined evaluation and a commitment to data-driven decision-making. Today, we'll explore how to apply principles of 'backtesting' and sample-size discipline to validate our marketing hypotheses, ensuring we don't inadvertently fool ourselves. The Role of Retrospective Analysis in Marketing Strategy In digital marketing, 'backtesting' isn't about predicting stock prices, but rather about validating a strategic hypothesis against historical performance. It's a crucial step before committing significant resources to...