Marketers Are Embracing Statistical Design of Experiments
Posted on May 27, 2005 Comments (2)
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.)
…
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.
…
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:
- Curious Cat Glossary – Design of Experiments
- Curious Cat Directory of Design of Experiments Links
- Curious Cat Library – Design of Experiments Articles
Posted by John Hunter
Categories: Design of Experiments, Management, Six sigma, Statistics
Tags: Design of Experiments, marketing, Six sigma
Categories: Design of Experiments, Management, Six sigma, Statistics
Tags: Design of Experiments, marketing, Six sigma
2 Responses to “Marketers Are Embracing Statistical Design of Experiments”
Leave a Reply
RSS Feed
September 13th, 2006 @ 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 @ 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 [...]