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Test Design and Analysis

  • Robert C. Blattberg
  • Byung-Do Kim
  • Scott A. Neslin
Part of the International Series in Quantitative Marketing book series (ISQM, volume 18)

Abstract

Another cornerstone of database marketing is testing. Testing provides transparent evidence of whether the program prescribed by sophisticated data analyses actually is successful in the marketplace. Much of the testing in database marketing is extremely simple — select 20,000 customers, randomly divide them in half, run the program for one group and not the other, compare results. However, there are several issues in designing and analyzing database marketing tests; we discuss these in this chapter.

Keywords

Orthogonal Array Simple Random Sampling Test Design Optimal Sample Size Direct Marketer 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Springer Science+Business Media, LLC 2008

Authors and Affiliations

  • Robert C. Blattberg
    • 1
    • 2
  • Byung-Do Kim
    • 3
  • Scott A. Neslin
    • 4
  1. 1.Kellogg School of ManagementNorthwestern UniversityEvanstonUSA
  2. 2.Tepper School of BusinessCarnegie-Mellon UniversityPittsburghUSA
  3. 3.Graduate School of BusinessSeoul National UniversitySeoulKorea
  4. 4.Tuck School of BusinessDartmouth CollegeHanoverUSA

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