In today’s world of decreased marketing budgets, optimal testing of Direct Mail, Email Campaigns or Web marketing is essential. Industry in general has historically adopted a split test approach, where a list is divided into a test group and a control group. Now, there’s a new game in town: Experimental design.
We’re working with a client who’s got a problem. They want to measure the effectiveness of a new banner campaign that’s rolling out. The challenge is that they don’t sell anything on their website – all sales occur through their retail distribution partners (major consumer electronics chains and online retailers) – and they don’t “own” the full sales funnel.
This issue is pretty common and has been the million dollar (probably much more than that’s been spent trying to answer this) question for advertisers – how do you measure effectiveness of a campaign if you can’t track through the entire sales process?