Strategy: Anatomy of a Marketing Test

If you’re testing two offers against one another and against a control group, for example, be sure all variables and conditions are the same for each test group. As far as the difference between a control group and a test group, what you’ve been doing — offering no promotional incentive, for example — would constitute the control. Therefore, doing something different, such as offering a promotional incentive to a group of prospects, would be the test group.!