Gordon Bell - President, LucidView USA -  presenteerde hoe efficiënte multivariabele testen uitgevoerd kunnen worden bij Direct Mailings tijdens de Marketing Day 2010.

The experts say “test, test, test.” But with small mailing lists and large production costs, testing can be difficult and expensive. Multivariable testing offers new ways to test more variables more efficiently, but the complexity and cost is even greater.

See how direct marketers can encourage creativity and minimize mailing costs, while running large multivariable tests. Examples from Financial Times and Hearst Magazines show how to design and execute a successful multivariable test.

Important steps include how to:
• define the scope
• select a good design
• determine the right sample size
• create multivariable test cells
• analyze and interpret results