Testing... HELP!

Bo'ness, UK

#1 Mar 15, 2014
Hi, I'm a total amateur in the world of Direct Marketing so I'd appreciate your patience and support! I have an assignment that requires me to draft up a Testing Programme for a series of direct marketing activities. I have most of the relevant data, but the textbooks are all written under the assumption that I know the topic in-depth - in other words, I have a vague understanding of what to do, but don't understand the concepts well enough to write up my testing programme confidently...

Can someone offer some insight into the following:

1. Test Matrix...
Say I have a postal direct mail activity that targets 10,000 people, and I want to test 3 variable 'offers'(discount, free gift, multi-use voucher) to a sample of 1000.... How would I display this in the test matrix? There doesn't seem to be much online about it and I don't understand short textbook explanation.

2. What would be the variable and fixed costs involved here ^(I don't mean the actual figures, just what are each for). I understand my fixed costs... but no idea about variable?

3. Control...
What is this?! I have read several conflicting explanations of what a DM testing control is. They are all vaguely similar, but I just need it in lamens terms...

Thanks for your help on this, to anyone kind enough to throw me a rope!


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