Beyond A/B: Testing thousands of communications at once
Thursday, July 11th, 2019
4:00 PM - 5:15 PM: Breakout 4
You've heard the rule: test only one variable at a time so you know what had the impact. Now you can hear from organizations who tested thousands of mail pieces at one time through conjoint analysis. See the results they achieved, learn actual best practices from their new control messaging, and find out how you can set up your own multivariate testing regime.
The presentation will feature a lively back-and-forth among a nonprofit, a research firm, and a direct response agency. The topic will provide real-life examples of how a nonprofit used statistical projection to design the ideal direct mail package... and how it was successful.
You can see a 2-minute video of the topic here: https://www.youtube.com/watch?v=weEO_oCgkM4&t=17s. It's useful for context, but it's too branded for us to show in an educational setting.
Learning Outcome #1
By attending this session participants will learn: • Learn how conjoint analysis works and how it measures both what wins and what matters
Learning Outcome #2
By attending this session participants will learn: • See examples of winning tests that you can implement for your own organizations
Learning Outcome #3
By attending this session participants will learn: • Understand how to implement this type of testing in your own organization
To enhance the attendee's learning experience, we are looking for a variety of presentation styles. Please indicate your style: A discussion