Email marketing is a crucial aspect of running successful EdTech startups. While there are multiple marketing channels available, email marketing in EdTech is one of the most effective and can be used both independently and in combination with other media channels. Many EdTech startups primarily acquire customers by offering free trials, and then rely on…
read moreBusiness research argues that experimentation should be the organizing principle for entrepreneurial strategy. Indeed there is scientific evidence that experimentation leads to organizational learning, which drives improvements in firm performance (Koning, Hasan, & Chatterji, 2021). The reason why I decided to write this blog post is that A/B testing has become so popular in online…
read moreUncertainty is endemic to the entrepreneurial process. Global trends that emerged mainly during and after Covid-19 reshaped the advertising industry (McKinsey, 2021, October). In this unprecedented moment, where new customer behaviour has emerged, marketing leaders do not have all the answers to make rapid decisions. In addition, prior strategies based on third-party data must be…
read moreIt is widely known that a significant proportion of startups fail.Also, research carried out by
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