creating value testing
TRANSCRIPT
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Creating Value Testing
Geoff Wolf, EVP, J.Schmid & AssociatesJude Hoffner, Principle, Hoffner Marketing
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Agenda• Why Test• Extracting Value from Testing• Communication• Q/A
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Agenda• Why Test• Extracting Value from Testing• Communication• Q/A
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Why Test
“It’s there!”
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Why Test
1) Distinguishing advantage of direct marketing
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Why Test
“If you’re not improving…”
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Why Test
2) Essential for survival
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Why Test
2000 2003 2006 2009 2012
27% 25%
17% 15%11%
71%
77%
83%87%
91%
Items Sales
E-Comm Mobile
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Why Test
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Why Test
3) Isolate Valuable Practices
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Why Test
3) Isolate Valuable Practices
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Why Test
Testing + Testing = Value
Testing + Answers = Value
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Agenda• Why Test
• Extracting Value from Testing• Communication• Q/A
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Extracting ValueStarts with
What to test
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Extracting Value
Nice to Know…
Vs.
…Need to Know
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Extracting Value
Nice to Know…
May not be actionable in future
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Example
Nice to Know…Beware Creative tests!
The 2013 Blue Cover!
The 2013 Red Cover!
The 2014 Cover Must be Green or White!
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Extracting Value
Demand Cultivate accountability for test ideas
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Extracting Value
Need to KnowActionableRelevant
RepeatableAnd delivers ROI
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Extracting Value
Need to Know……delivers ROI
Offers=
Conversion
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Example
Customer Acquisition
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Extracting Value
Need to Know……delivers ROI
Contact Strategies=
Margin
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Example
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Extracting Value
Need to Know……delivers ROI
Channel mix/preference=
Engagement
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Example
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Extracting Value
Need to Know……delivers ROI
Doesn’t always have to be anA/B test.
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Extracting Value
Let’s talk about your data…
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Extracting ValueThe Obvious• Ensure randomized selection• Create two controls when
possible• Manage long tests carefully to
preserve valid results
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Extracting Value
The Less ObviousThink ahead!
…about what you’re reporting and to whom
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Extracting Value
Must be organized
AND
Communicate Clearly!
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Example
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Example
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Example
Ok if testing for $/Bk
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Example
Not Ok if testing for Contribution
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Q & A