CMP's Dedication to Testing, Tracking and Analysis
Over the years CMP has conducted hundreds of tests to measure the impact of even the tiniest
details of a promotion. If strategically implemented and accurately analyzed, tests allow you to
refine your message based on your audiences' actual behaviors. In spite of the obvious
advantages, testing and the use of control groups are two of the most underutilized
weapons in marketers' arsenals.
One of the contributing factors may be the perception that testing is expensive. Actually, it's the
opposite. If you don't invest in testing you'll never know what you're missing. Unfortunately,
it's likely to be revenue. Realistically though, with minimal planning and programming and the
cost of a copy change to your package, you can begin to gain valuable market insights that
translate into increased ROI.
If you're thinking about setting up a test there are a few things to keep in mind:
- Only test one variable at a time - keep it simple. Testing too many elements compromises the legitimacy of results for any one item.
- Test groups MUST be randomly selected. If there is any selection criteria beyond a simple A/B split (i.e. every other name gets Test A, the other group receives Test B), chances are your test won't be reliable. Each group should be an equal representative of the whole.
- All external variables need to be parallel for each group. For example, Package A must mail on the same day as Package B. Any factors beyond your control (e.g. weather issues impacting postal delivery, a breaking negative PR story) need to affect both groups as equally as possible.
- Make sure your test cell will be large enough to provide statistically valid results. If you don't have enough response data, you can't project the test's performance to a larger universe.
- Testing on the internet can be as simple as providing every other person a slightly different screen view or communication path. Monitoring subsequent behaviors will determine which direction you should take.
- Testing in mass marketing is usually accomplished and analyzed by using unique URLs and/or phone numbers to identify media vehicles or creative executions.
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more about CMP Programs and Services.
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