Getting the Most Out of Testing in Direct/Internet Marketing

Duration: 1.0 day

The focus of this class is on one of the most important advantages that direct marketers have over traditional marketers: their ability to test and fine-tune almost any aspect of their marketing mix. The context of all examples that are used in this class relate to direct or Internet marketing. Most of the analyses use the point-and-click interface of SAS Enterprise Guide.

Learn how to

• use basic principles of experimental design (testing), including control and randomization in the context of Direct/Internet marketing and SAS Enterprise Guide
• use factorial design, analyze data from such designs, and make appropriate business decisions
• use principles of "blocking" to improve your tests.

Who should attend: Marketers, business managers, and business analysts who want to improve their ability to test and analyze data from their tests

Prerequisites

Before attending this course, you should be acquainted with Microsoft Windows and Windows-based software. In addition, you should have at least an introductory-level familiarity with basic statistics, p-values, and hypothesis testing. Any previous SAS software experience is helpful but not necessary.

Course Contents

Basics of Testing in Direct and Internet Marketing

• using basic principles of experimental design (testing), including control and randomization in the context of Direct/Internet marketing and SAS Enterprise Guide
• using factorial design, analyze data from such designs, and make appropriate business decisions
• using principles of "blocking" to improve your tests

Getting the Most out of Testing in Direct Internet Marketing

• analyzing data from multiple-factor designs to make appropriate business decisions
• using multivariate analysis of variance (MANOVA) to make appropriate business decisions
• using analysis of covariance (ANCOVA) to make appropriate business decisions

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