:: New Measurement Technique
The more relevant your marketing messages and communications are, the more successful your program will be. That includes knowing when, where and how your customers want you to reach them. But knowing the right combination of timing, channels, and content that will resonate is a whole different story. Testing is the key.

Even simple scenarios of personalization can create unbearable testing scenarios using traditional methods. For example, for a given communication one could rightfully want to test a few items such as: 2 different headlines, 2 sets of copy, 2 signatures, 2 offers, 2 different trigger timings, 2 images, and email vs. direct mail. Using traditional methods this would take 128 different tests and more than a year to discover the influence and optimal combination of these variables.

The problem is that most firms can’t afford to test that many variables. How do you determine what works without getting bogged down in internal bottlenecks and outrageous costs? The answer is an execution platform combined with experimental design. Experimental design allows you to evaluate the impact of many stimuli with only a handful of tests. Used in the manufacturing, pharmaceutical and agriculture industries for years, this method applies mathematical formulas to test a subset of combinations of variables that will shed light on all your variables and their interactions with one another.

Start by controlling who gets what during the test so that the groups resemble each other in every way. This is more effective than using old-fashioned observational research models and more efficient saving you both time and money. The results come in faster and you can immediately implement your findings and increase your response rates.

Companies already using this technique have seen a tremendous lift in their ROI. A strategy that includes experimental design and leverages multiple channels allows you to speak to your customers how and when they want you too – and that’s important when you’re trying to build and deepen relationships.

To learn more about Experimental Design listen to our recent webinar Improving Relevance: The Art & Science of Experimental Design

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