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1. Introduction
2. Talk outline
3. Importance of testing
4. Why test?
5. Testing is not a substitute for judgement
6. What to test?
7. Key factors influencing campaign profitability
8. Statistical concepts
9. Test and control
10. Randomness
11. Normal distribution
12. Standard deviation
13. Response rate
14. Standard deviation varies with sample size
15. The effect of increasing sample size
16. Determining sample size
17. Variations in response rate
18. 3 factors determine sample size calculation
19. Illustration for sample size calculation
20. Formula for sample size (1)
21. Formula for sample size (2)
22. Values for t
23. Sample size calculation
24. Example of sample size calculation
25. Formula for sample size (3)
26. Sample size calculation with P = 5%
27. Practical considerations
28. Selecting the sample
29. Stages in selecting the sample
30. Practical campaign example (1)
31. Practical campaign example (2)
32. Practical campaign example - incentive test
33. Practical campaign example - incentive test (2)
34. Practical campaign example - creative test
35. Practical campaign example - creative test (2)
36. Evaluation of direct marketing test - example
37. Evaluation of direct marketing test - step 1
38. Evaluation of direct marketing test - step 2
39. Evaluation of direct marketing test - step 3
40. Evaluation of direct marketing test - step 4
41. Evaluation of direct marketing test - step 5
42. Significance levels for test statistic
43. Summary
44. Thank you

Topics Covered

• Importance of testing
• What to test?
• Statistical concepts
• How large a sample size?
• Example
• Selecting the sample
• Formula for sample size
• Practical considerations
• Practical example: incentive test
• Practical example: creative test

Links

Series:

• Statistics of Direct Marketing

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on May 22, 2008