Strategy: Anatomy of a Marketing Test
Why testing is so important and how to do it right
In my chart (see below), the housefile, rentals and cooperative database lists are split into offer vs. no offer. “No offer” is the control group and “offer” is the test.
Contribution Analysis
What’s shown are the rolled-up results or totals by offer vs. no offer. In all cases, the offer beat the control as measured by the RPC (revenue per catalog). Based on this, we can draw a conclusion and confidently roll out the test.
- Companies:
- Lett Direct Inc.
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