How to Stop Running Campaigns That Teach You Nothing | The Making Ep.3

The data said the campaign succeeded. The behaviour says otherwise. So what was the campaign actually testing? In Episode 3 of The Making, Abeiku takes on Part Four of Rules for the Marketing Communication Executive by Prof. Robert Ebo Hinson & Joel Nettey: Consumer Insight Development and Data Interpretation. If you've ever watched a campaign hit every metric and still wonder why nothing changed, this one's for you. 📖 Get the book: Rules for the Marketing Communications Executive by Prof. Robert Ebo Hinson & Joel Nettey — 0591343421 Watch Episode 1 and Episode 2 if you missed them. Subscribe for the rest of the series. Chapters: 0:00 – Why the first answer is never the insight 0:00 – Rule 33: The question behind the question 9:05 – Rule 39: Every campaign tests a hypothesis 11:12 – The promotion that worked every time and changed nothing 16:48 – Reframing failure as data 18:20 – Synthesis: ask deeper, then test what you find MAD Conversations - Marketing. Advertising. Digital. Design. Ghana's commercial creativity - documented. Enjoyed this episode? Leave a review on Spotify - it helps more people find the show. Connect with Abeiku: LinkedIn: /samuel-ad Follow MAD Conversations: Instagram: /mad.conversations_ Facebook: /14zri1aebdd TikTok: /mad.conversations X: https://x.com/MADConversation Listen on: Apple Podcasts: https://podcasts.apple.com/gh/podcast Spotify: https://open.spotify.com/show/1M5ojvM Website: https://adverbemedia.com/shows/mad-co