MarketingProfs Know-How Exchange : Is statistical analysis useful for direct marketing?

Posted by: jlevin	Member Response
10/28/2005 10:39 AM (CST)
Yes, it can certainly be useful if it's done correctly. You can test response rates, at a minimum, as well as testing the outgo population versus control in terms of the behavior you are trying to impact. If your response rate is pretty low, though, you will need a pretty sizeable outgo to see significant differences.

Posted by: B2B Marketer	Accepted Answer
10/28/2005 2:44 PM (CST)
I agree, statistical analysis can be a hard sale in a marketing environment but it is critical in achieving and determining success. - Predictive models can assist in targeting campaigns. - Testing different components such as message, creative, target group, offer, etc. can drive future campaigns and increase ROI. - Test & control groups can determine the success of an initiative. To get people to implement statistical testing you have to show them the value this will bring. To help 'sell' the concept of statistical testing, do up an example where results between a test and control group looked very different but in fact are not statisically significant. Close with the question "Are you willing to make a large scale investment when the results may not be replicated."

Posted by: annni85*	Accepted Answer
10/28/2005 6:21 PM (CST)
Hi Statistical analysis is the key for any succussful business, what ever the business is. so how is it when it comes to marketing: 1- Marketing strategy is put before the product launch to cover all the designing, production and selling procedures, and believe me this strategy will fail if it's not built on a solid base (numbers) 2- People needs, wants and desires are different, and however ur product is general it can not be used from all the consumers, u should know ur niche u will be dealing with, and how large it is, (number again) and i am sure (according to ur experience) that u use SPSS i think it's so clear to be used.. Hope it was helpful ANNNI