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.
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© 2008 Springer Science+Business Media, LLC
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Blattberg, R.C., Kim, BD., Neslin, S.A. (2008). Test Design and Analysis. In: Database Marketing. International Series in Quantitative Marketing, vol 18. Springer, New York, NY. https://doi.org/10.1007/978-0-387-72579-6_9
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DOI: https://doi.org/10.1007/978-0-387-72579-6_9
Publisher Name: Springer, New York, NY
Print ISBN: 978-0-387-72578-9
Online ISBN: 978-0-387-72579-6
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