Strategy: Anatomy of a Marketing Test

If you’re testing, say, three segments of your housefile and five different outside lists, you need to print at least 40,000 copies for “A” group (the control group) and 40,000 for “B” group (the test group).

Next, assign key codes to every segment for the control group and for the test group; this will enable you to track your results. Proper coding is a must! When writing your merge specifications, carefully sel-ect a cross section of the housefile segments and outside prospect lists so you choose a representative sample across all ZIPs. Select both groups from the same list universe. Just change one variable at a time for a valid test.