Marketers like getting lost in data. However, lean start-up marketers cannot afford “analysis paralysis.” They need to move, and move fast. Every time you need to deploy BML – speed is of the essence. Your main goal is to not only validate your hypothesis (or invalidate it), but validate it as quickly as possible. Set goals for your data. If you have your hypothesis formed at the start of the week, make sure you can validate it by the end of the week. Set clear deadlines so you know that you are constantly rolling out your BML feedback loop.
Nice article in The Five using lean startup principles for a marketing campaign.