Testing is the key to direct marketing success. The key, however, is knowing what, how and when to test.
While testing is important, it’s not always cost-effective. This month, I’ll discuss how to structure tests, how to read the results and when it makes economic sense to do so.
When creating test panels, you’ll need to weigh a number of factors. The method that’s mathematically most accurate may not be cost-effective. Conversely, the most cost-effective method may produce skewed results. And in some cases, it may not even make economic sense to test.