Recently, 99% Invisible (one of my favorite podcasts!) talked about how Dubai imports vast amounts of sand from Australia, as the native material of the deserts is too fine to be used in construction.

Likewise, incorporating data from sources outside that which we own currently could be better-suited to our marketing strategies. Testing ideas and analyzing data from experiments we develop can help us to construct a plan that draws attention to our clients’ products and services.

Dependent variables that we agree are important either will or won’t be affected by various independent variables. When we find promising ones and explore possibilities, it will start to make the foundation of a plan.

Luckily, it’s a lot cheaper to import data from a new experiment than to transport actual sand. Once we identify a specific hypothesis, we need to go out and start digging!

Click here to listen to the 99% Invisible episode!