B-to-B insights: 57 Channels (And Nothin On?)

If you have a large housefile, you can simultaneously test multiple marketing channels during the same season. But if your file is smaller — say 20,000 buyers — you'll likely have to limit your test to evaluating the effect of only one channel.

Methodology
If you experience a significant spike in sales with every catalog drop, you can use that promotional activity as the basis for your test and determine the incremental lift for another activity, such as phone efforts. Your control panel receives only the catalog, and your test panel receives both the catalog and phone calls. Regardless of channel, you can measure the lift in response from your phone effort, determine its return on investment and strategically budget for the program.