Elements and Performance Criteria
- Determine appropriate testing methods
- Establish rationale for conducting tests on direct marketing activities
- Determine testable components of direct marketing activities that can substantially affect test results or can be differentiated without affecting other components
- Evaluate and select appropriate testing methods for media being used and media component being tested
- Design and conduct test
- Create a range of hypotheses to be tested
- Formulate a number of possible scenarios expected at conclusion of test
- Select minimum and maximum number of test cells
- Define control cells and establish a method to identify all responses by cell of origin
- Establish minimum significance variance
- Apply test to selected offer components
- Analyse and act on test results
- Use statistical techniques to analyse results
- Determine whether test results provide a null, positive or negative result in relation to each hypothesis
- Determine appropriate testing actions for results obtained
- Refine, modify or change direct response offer components in accordance with testing results until final offer is created
- Document and visually present testing results in format specified by organisational policies and procedures