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| Author: | Almquist, E. Wyner, C. |
| Title: | Boost Your Marketing ROI with Experimental Design |
| Journal: | Harvard Business Review
2001 : OCT, VOL. 79:9, p. 135-151 |
| Index terms: | MARKETING RETURN ON INVESTMENT EXPERIMENT DESIGN CUSTOMERS |
| Language: | eng |
| Abstract: | "Experimental design" techniques, which have long been applied in other fields, let people project the impact of many stimuli by testing just a few of them. By using mathematical formulas to select and test a subset of combinations of variables, marketers can model hundreds or even thousands of marketing messages accurately and efficiently-and they can adjust their messages accordingly. The authors use a fictional company, Biz Ware, to describe how companies can map out on a grid a combination of the attributes (or variables) of a marketing message and the levels (or variations) of those attributes. Marketers can test a few combinations of those attributes and levels and can apply logistic regression analysis to extrapolate the probable customer responses. |
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