Experimentation isn’t everyone’s idea of a party, but it’s a necessary part of the marketing process. While some people are doing it, others are thinking about doing it, and the rest fall into the ‘can’t be bothered category’. That’s why Metadata’s Jason Widup, VP of Marketing, and Mark Huber, Head of Brand & Product Marketing, share their experimentation framework along with a few tips in this episode.Hear about the value of experimentation, and if you’re into acronyms, a full breakdown of their I.C.E framework.Find out:What experimentation is and the part it plays in marketingA breakdown of Metadata’s experimentation frameworkWhy marketers don’t experimentCatch the full episode to arm yourself with all the information you need to build a solid experimentation framework, or read our blog post on The Framework You Need for Successful Marketing Experimentation: https://metadata.io/resources/blog/marketing experimentation-framework/ 00:00 - 01-01 Intro01:02 - 02:41  Jason’s prior experience with experimentation02:42 - 04:37  Metadata’s definition of experimentation04:38 - 07:22 The value of experimentation 07:23 - 08:33 The cost of not experimenting08:34 - 12:25 How to set up experiments in a marketing team12:26 - 14:29 The basis of Metadata’s experimentation framework14:30 - 15:36 Why it’s important to start by identifying your gaps15:37 - 16:40 Jason gives a brief breakdown of the I.C.E. framework16:41 - 20:25 How to generate ideas for your experimentation framework20:26 - 24:30 How to set up a hypothesis and a goal24:31 - 28:40 How to analyze experiments once set up28:41 - 35:33 Jason shares his experience running an experimental ad 35:34 - 39:17 How to properly recap at the end of an experiment39:18 - 42:32 How to convince your CEO or VP of Marketing they need to experiment more42:33 - 45:06 Why marketers find it hard to experiment45:07 - 45:51 Outro