MECLABS Institute is a science lab with a consultancy. We built the first research program to conduct rigorous experiments in the new science of optimization. Our discoveries help leaders optimize the financial performance of their sales and marketing programs.

MECLABS gains this knowledge by utilizing the scientific method to create real-world experiments and then extracting successful principles based on the data generated by this experimentation.

To ensure a consistently high level of scientific rigor in this experimentation, MECLABS research analysts and data scientists employ a uniform test protocol and series of heuristics to help analyze real-world data and create new single factor and multi-factor tests that can reveal further discoveries.

Three Defining Characteristics of the MECLABS Methodology

1. Scientific inquiry

Our research is conducted according to the principles and practices of experimental science. Experiments are designed and conducted in accordance with a larger research plan using a formal test protocol, developed by MECLABS exclusively for its research. Research questions are formed and evaluated as hypotheses, which are tested and the outcomes are statistically validated.

Our research methodology allows us to make the most of any of the industry's widely implemented testing and analytics solutions currently in use (such as Content Experiments from Google, Adobe Target, Google Analytics, Adobe Analytics, ExactTarget Marketing Cloud, Eloqua), whether independently or integrated within our own testing platform (MECData). Using these testing and analytics solutions, we conduct single factor (A/B), multi-factor (multi-variable/MV) and sequential (if unavoidable) tests.

Experimental subjects are generally drawn from a randomly selected sample of real customers or customer prospects, and occasional focus group testing is performed, especially in new product development situations. The full spectrum of online marketing communications is tested, from Web pages to email messages, banner and text ads.

2. Real-world experimentation

MECLABS empirical research focuses on real-world Internet marketing challenges and opportunities. By conducting experiments with actual commercial offerings, we uncover relevant, practical insights that enable our Research Partners to discover what works — for their products, with their target customers, in today’s ever-changing marketplace.

The expertise of MECLABS scientists and analysts is informed by the hundreds of experiments they conduct and participate in each year. Their experiments are informed by these insights, combined with the discipline and wisdom that come from both their formal training in the science of Cognitive Response Optimization and the experience of their prior research.

As technology and culture evolve, MECLABS continues to stay on top of what works best by selecting and collaborating with a small set of organizations capable of responding to and benefiting from increased demand for their products — those with the infrastructure and execution capabilities (e.g., inventory or fulfillment system) that can handle a significant increase in demand.