How and What to Test Effectively

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.