James Hurman's chart of 12 effectiveness principles that hold everywhere has no column for Central and Eastern Europe. So the table became a drum machine, and the untested regions cry.
James Hurman posted a chart this week and I did what any marketer does with a table of countries. I looked for mine. It was not there. 😭
I'm a huge fan of marketing effectiveness (that's why I built Selfstorming and Marketing Wisdom with laws), so I was a bit sad.
The chart is "The 12 Marketing Effectiveness Principles That Hold Everywhere". His post explains it: marketers keep telling him "but my market is different", so he ran a meta-analysis of hundreds of published studies and kept the principles nothing contradicts.
That's genius!
The original chart, from James Hurman's LinkedIn post.
Everywhere turns out to be ten markets and B2B. No Central and Eastern Europe. No Germany, France or Italy either, no Latin America, and the Middle East and Africa get one South African column. Of the 132 cells, 60 are full dots. I know that double jeopardy works in Bratislava the way it works in Birmingham.
It's a drum machine!
Then I noticed the chart is a step sequencer :D. Rows of dots, read from left to right, some loud, some soft, some silent. So I built Marketing Effectiveness Beats. Each market is a step, each principle is an instrument, and the regions nobody tested cry on a sad trombone.
Hurman's table as a drum machine.
Play it here.
All of this to make one point: we should be running effectiveness studies everywhere, not just in a handful of markets. And if you are reading this and happen to be sitting on that kind of data, send it to James!
Drag the markets around, mute a principle, or press "Test it everywhere" to hear the chart with the homework done. Go and play it, and put CEE on the downbeat for me.
Have fun!
