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Printable Handouts
Navigable Slide Index
- Introduction
- Talk outline
- Importance of testing
- Why test?
- Testing is not a substitute for judgement
- What to test?
- Key factors influencing campaign profitability
- Statistical concepts
- Test and control
- Randomness
- Normal distribution
- Standard deviation
- Response rate
- Standard deviation varies with sample size
- The effect of increasing sample size
- Determining sample size
- Variations in response rate
- 3 factors determine sample size calculation
- Illustration for sample size calculation
- Formula for sample size (1)
- Formula for sample size (2)
- Values for t
- Sample size calculation
- Example of sample size calculation
- Formula for sample size (3)
- Sample size calculation with P = 5%
- Practical considerations
- Selecting the sample
- Stages in selecting the sample
- Practical campaign example (1)
- Practical campaign example (2)
- Practical campaign example - incentive test
- Practical campaign example - incentive test (2)
- Practical campaign example - creative test
- Practical campaign example - creative test (2)
- Evaluation of direct marketing test - example
- Evaluation of direct marketing test - step 1
- Evaluation of direct marketing test - step 2
- Evaluation of direct marketing test - step 3
- Evaluation of direct marketing test - step 4
- Evaluation of direct marketing test - step 5
- Significance levels for test statistic
- Summary
- 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
Talk Citation
Hathway, N. (2008, May 22). How to design and evaluate a direct marketing test [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved October 11, 2024, from https://doi.org/10.69645/EQKB6775.Export Citation (RIS)