How to Expertly Evaluate Your Campaign Results
Matchbacks are a must in this multichannel world.
By
John Lenser
and Fatemeh Khatibloo
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But those 100 orders must be real orders, not factored for unknowns or projected response. So if half of your incoming orders are of unknown origin, the segment size for statistical significance at a 1 percent response level actually is 20,000 names. Such segment or test list quantities for small mailers generally are risky or impossible.
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John Lenser
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Fatemeh Khatibloo
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