Treat every campaign as an experiment. Define your hypothesis and success criteria before launching, not after you see the results.
Look for: hypothesis-driven testing, controlled variables, sufficient sample sizes, statistical significance awareness, documentation of results, and sharing learnings across the team. Best candidates discuss building a culture of experimentation and learning from failed tests.
Reveals growth mindset and analytical rigour. Marketers who never experiment stagnate. Those who experiment without rigour waste budget. Look for the structured, learning-oriented approach.