You have done pretty well when you can get people to post your ads on their blogs for the enjoyment of their readers. Enjoy this creativity and have a nice weekend.
While on sports I also will mention Usain ‘Lightning’ Bolt’s performances in the Olympics: they were amazing. In contests (100 and 200 meter dash where the victor is usually a few hundreds of a second faster he won the 100 by 20/100s and 200 by 66/100s officially [52/100 but that runner and the next were disqualified for running outside of their lanes]). Both were new world records.
Since full factorial gathers additional data, it reveals all possible interactions, but as seen by the numbers above, there is a trade-off. More data equals more information but more data also equals a longer test duration. The minimum data requirements for full factorial are very high since you are showing every experiment.
Even if you are using full factorial to get the same amount of information as a fractional factorial test, it will take more time since you need more data to see statistically relevant differences between the many experiments. You might be wondering how fractional factorial can be accurate if interactions are possible?
Random interactions of high relevance are very rare, especially when looking for interactions of more than 2 factors. You really need to design tests where you look for meaningful interactions that are based on true business requirements rather than hoping for a random and low influence interaction between a red button, a hero shot and a headline.
Researchers at Stanford University have found that children tend to rate food that is wrapped up in McDonald’s-branded paper as tasting better than the same food wrapped in plain paper — a finding that suggests that even the youngest consumers are heavily influenced by advertising. The new study was released Monday in the Archives of Pediatric and Adolescent Medicine.
The study had 63 children, aged 3 to 5 years old, tasting five pairs of identical foods and beverages — one in McDonald’s wrapping and the other in unbranded packaging. The researchers then asked them a simple question: “Which one tastes better?” An overwhelming number of the children said the food in the McDonald’s wrapping was tastier.
Oddly enough, this applied even to vegetables and milk. Sixty-one percent of the children in the study preferred the taste of carrots and 54 percent preferred the taste of milk if they were reminded by the packaging that it came from McDonald’s.
This is another reminder that tackling problems directly is not always the best strategy. The packaging doesn’t actually change the taste, but really it is not the taste that is likely a concern but rather the perception of taste. To me this is very similar to the studies on people preferring wine they are told costs more.
Copilot is a cool application that lets you control someone else’s computer. So you can receive technical support remotely. You let someone access your computer and copilot takes care of the sometimes very complex task of linking the two computers up (getting through firewalls, etc.). You can use it to fix your parents computer after you move away… or you can can have your kid fix your computer for while you pay for part of their college… (I am not sure which description fits you). Copilot is now free on weekends by Joel Spolsky:
Well, recently we figured out that we’re paying for a lot of bandwidth over the weekends that we don’t need, so we decided to make Copilot absolutely free on weekends. Yep, that’s right… free as in zero dollars, free, no cost, no credit card, no email address, nothing.
This podcast on Lego Mindstorms NXT, Lead Users, and Viral Marketing [the broken link was removed] is interesting. The discussion does a good job of explaining how factors like web 2.0 and “open source” can allow business to operate in a new way and take advantage of new opportunities. Understanding these ideas is much more innovative than most of what I read in the “business press.” And the message is explained clearly, so one does not need to understand these concepts to appreciate the business opportunities. See links below: Lego Mindstorms are also just cool.
Where Is Marketing In All of This? [the broken link was removed]:
The problem with all of this is that it is based on the idea that sales and manufacturing are distinct entities, with a one way flow between them, rather than hopelessly intertwined elements of the same complicated business.
An essential element of lean manufacturing is a level loading of demand – or at least reasonably level. Toyota uses pricing to accomplish this.
It is becoming more and more apparent that lean is a company wide issue and that giving any department or function an exemption leads to failure.
World class management understands this concept. But so many of our current management practices undermine attempts to optimize the overall system: rating and ranking people, accounting systems, performance goals, focus on quarterly profits, etc. Some have difficulty understanding that optimizing individual components of a system is not the best strategy to optimize the overall system but that is the truth.
How Two Guys From the Gold Country Are Changing Advertising Forever [the broken link has been removed] by Robert X. Cringely
James Kowalick and Mario Fantoni, two guys who say they can show you how to use science to design ads that cost less while being 10 or more times as effective as doing it the old way.
Their secret is the Taguchi Method, which is a technique for designing experiments that converge on an ideal product solution.
“I taught over 300 courses for industry where we designed cars and electronic devices, but it wasn’t until one day I took over my wife’s kitchen and used Taguchi to perfect my recipe for vanilla wafer cookies that I realized how broadly it could be applied,” Kowalick recalls. “It took 16 batches, but by the end of the afternoon I had those wafers dialed in.”
Marketers Are Embracing Statistical Design of Experiments (site broke link so I removed it) by Richard Burnham.
CrayolaÂ® 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.