Testing, Testing -- The Last (and Best) Direct Marketing Tactic

Presenter: Bill Baird
Broadcast on Thursday, March 15, 2007
Duration: 90 minutes
Cost: $129

Over 50% of all direct marketing professionals overlook their best opportunities to increase their marketing ROI.

Why? Because they don’t know the "smarter" test methodologies used by the leading direct marketing companies. They don’t test the right variables. And they don’t know the savviest ways to interpret their results.

This fast-paced session will show you exactly how to use these smarter techniques to uncover the unique strategic leverage points in your marketing formula and continuously build on them to produce maximum, reliable results that you can take to the bank.

You'll learn exactly how to test ... what to test ... and where to test to maximize your marketing ROI. You'll leave with concrete principles and practical, real-life case study examples in both B-to-C and B-to-B environments, plus a dozen proprietary rules and tools that this veteran direct marketer has used to enhance results for dozens of companies over the past 20+ years.

You’ll discover smarter ways to analyze and interpret your metrics. You’ll get specific tools to help you set up testing to streamline your efficiency. You’ll learn how to avoid the #1 oversight that causes marketers to draw the wrong conclusions and walk away from their best opportunities. And you’ll discover five great practical tricks that will double your testing success batting average and ease of implementation.

This visual seminar answers the most common direct marketing testing questions ... provides specific strategies to make smarter decisions … and shows you the best solutions to the dilemmas marketers typically face when designing, running and interpreting their testing program.

You Will Learn

The Role of Testing: What can it do (and not do) for my business?
Testing vs. Research: Which one for which situation?
Conclusiveness: 4 Cardinal Rules for designing a clean test
Methodologies: How to select the right one
Objectives: Smarter goals = better results
Leverage: Choosing the most powerful tactics to test
Structure: How to set up a reliable test
Interpretation: Applying Statistical Significance to enhance reliability and validity
Results: Which test won and why?
Rolling Out: Making the right decision (and building smooth plans).

Who Should Attend

B-to-C and B-to-B marketing professionals who want to 1) maximize the business impact of current or future direct response testing programs, 2) continuously improve overall marketing performance and 3) produce more conclusive test findings.

About The Presenter

Bill Baird is a leading Web marketing consultant who specializes in customer conversion marketing and revenue enhancement. He is also the creator of SPARKwatch, a Web marketing intelligence service which identifies emerging marketing breakthrough tactics before they are widely-known. His experience includes more than 1000 A/B split tests and marketing experiments conducted over the past 20 years.

His clients include American Greeting Interactive, Marketingprofs.com, Edweek.org, HomeDecorBuyer.com, Merriam-Webster.com and The Motley Fool. He is a contributor to numerous industry trade magazines and Web sites, as well as a popular speaker for a variety of Web marketing trade organizations.

Prior to becoming a consultant, he oversaw 15 years of expansive growth at The Synapse Group, Intuit, Ziff Davis Media and Time Inc. Magazines.

What Participants Said

Of the participants who evaluated this seminar, 80% would recommend it to a colleague. Some of their comments:

"Good presentation, good delivery, quick pace, good content - good followback on questions."

"Great, applicable materials. Easy to comprehend data and information. Appreciate the Q&A at the end."

"Great for an overall view of testing direct response."

"Good comic relief. Presenter had flair. Good slides."

"I did not realize that two major mediums would be completely left out (TV and Radio). I work for a DR Radio agency and was looking for more in depth analysis of creative specifics, demographic specifics, and and common mistakes."