Marketers Are Embracing Statistical Design of Experiments

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.

For more on Design of Experiments see:

2 thoughts on “Marketers Are Embracing Statistical Design of Experiments

  1. Pingback: Curious Cat Management Improvement Blog » Appeal for Marketers to Apply Deming’s Ideas

  2. Pingback: CuriousCat: Google Customer Service

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.