Test Design and Analysis
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.
KeywordsOrthogonal Array Simple Random Sampling Test Design Optimal Sample Size Direct Marketer
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