Research and Testing in Marketing

Course IDCourse NameTypeRegister
DMF0815Research and Testing in Marketing On-DemandRegister
  • Overview

    Learn how to identify and use vital research resources, develop a sound testing framework for each medium you use, and apply multivariate analysis when testing new offers, creative, and lists. You’ll get a “how to” guide on effective research and testing techniques, plus a detailed explanation of the types of research used to improve direct marketing.


    • The importance of marketing research and message testing implementation
    • What is message testing and why we need it
    • Email testing

    Approximately 90 minutes – self paced

    Member – $189
    Non-member – $219


  • Download Outline

    Marketing Research

    • How direct marketing research works and how it is useful
      • Hypothesis, data gathering, analysis, conclusion, testing, generalization, roll-out
    • Where research is useful
      • Predicting likely buyer
      • Identifying those who will defect
      • Finding the next best product for one customer or prospect
    • Additional research methods to analyze your audience
      • Attitudinal research
      • Quadrant analysis
      • Competitive analysis
    • Gaining budget for research using lifetime value (LTV)
      • What is lifetime value?
      • Using LTV to improve retention

    Message Testing

    • Definition and four phases
      • Exploratory research
      • Pretesting
      • Roll-out of your best shot
      • Analysis of your results
    • A/B split tests
      • What are controls?
      • The difference between controls and a control group
      • Record book sample
      • Testing mathematics
    • Email testing
      • Subject line
      • Random noise
      • Personalization
      • Offer
      • Don’t look only at conversions
      • Multivariate testing
      • Multivariate vs. A/B