Marketers Are Embracing Statistical Design of Experiments (site broke link so I removed it) by Richard Burnham.
Crayola® conducts an e-mail marketing DOE to attract parents and teachers to their new Internet site. The company discovers a combination of factors that makes their new e-mail pitch three-and-a-half times more effective than the control. (Harvard Business Review, October 2001, “Boost Your Marketing ROI with Experimental Design,” Almquist, Wyner.)
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Marketers can’t always be certain what triggers buyers to respond. In the past, we were always admonished to test-test-test, but only one factor at a time – relying on our gut feelings and uncertain hopes. With DOE, marketers have replaced voodoo with the science of statistics.
For more on Design of Experiments see:
September 13th, 2006 at 11:57 pm
“Deming’s methods can transform innovation success for CMOs just as they did for Toyota. For some reason, though, sales and marketing don’t get it…”
May 14th, 2007 at 6:45 pm
[...] Good reaction. Better to have avoided the problem in the first place, but still good to react at some point. The question I have is if they have improved the system to avoid the problems the customer experienced [...]