Why Experimentation is the Future of Growth with Anssi Rantanen

Anssi Rantanen came on stage of the Nordic Business Forum with a mission: to show companies how they can become innovative marketing testers within five minutes. Anssi is the Finland CEO of Growth Tribe Academy and a growth marketing expert. He is extremely interested in how a business can grow quickly and easily, with few things blocking their chances for success.

Rantanen began by rewinding back to his past. At school, Rantanen was often one of the weaker performing students. He recalled struggling to take exams and answer questions. But when he got a job at Google as a growth consultant, Rantanen realized that they had seen something innovative in him that helped him grow into the marketing guru he is today.

Traditional marketing plans can take anywhere from six months to a year, from conceptualization to actual marketing–and it is not often guaranteed that it will even work. To solve the problem of long and costly marketing plans, Rantanen recommended to try something completely new: make demos using currently available publicly available tools.

“Did you know that Uber runs over a thousand marketing experiments at all times? Or that Facebook runs over 100,000 experiments every single year?” Rantanen asked rhetorically, “These companies experiment a lot because they want to learn what works and what doesn’t work as quickly as possible.”

The reasons why companies like Google and Amazon stay on top of the game is the result of their understanding of innovation and experimentation. How can your company learn how to quickly make marketing tests on new brands and websites? Find out the answer to this question and more by downloading our Executive Summary!

Read the Executive Summary