Research and Testing in Marketing

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Research and Testing in Marketing On-Demand     Register    

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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


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
Are you just dying to attend one of DMA’s Education seminars this year, but you’re not sure how to convince your boss to let you attend? Try one of these approaches or download our customizable convince your boss letter.


    • I know budgets are tight, but this is an opportunity that pays for itself instantly. A single tip from any of the DMA seminar could pay for the costs of the whole training. I’ll be learning secrets from practicing experts and industry thought leaders.


    • I'll become more proficient in industry best practices, as well as on the latest tactics and technologies in today’s ever‐evolving marketing landscape. From direct mail to data governance, social media to email marketing; the DMA has all of our needs covered.


  • I can share what I learned after the seminar; maybe host a brown‐bag working lunch and present the team with all the new techniques, strategies, and ideas I’ll come back with. Combining my own notes and ideas with the session handouts provided by the DMA, I'll have plenty of inspiration and information to share when I return. Besides… this’ll allow everyone to get trained all for the price of sending just one person; and the team will definitely appreciate the opportunity to find out about the latest strategies used by many of our competitors today.


Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: "Trained staff to improve results!" This is a win/win.

Arthur Middleton Hughes
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DMA Certified Marketing Professional