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    New Blog Address: management.curiouscatblog.net

    Friday, May 27, 2005

    Marketers Are Embracing Statistical Design of Experiments

    Marketers Are Embracing Statistical Design of Experiments 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:


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