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

Bill Baird
Thu., Mar 17, 2007, 12pm ET (9am PT)
90 minutes
This online marketing seminar received 3.5 star(s)

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 donít test the right variables. And they donít 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.

Youíll discover smarter ways to analyze and interpret your metrics. Youíll get specific tools to help you set up testing to streamline your efficiency. Youíll learn how to avoid the #1 oversight that causes marketers to draw the wrong conclusions and walk away from their best opportunities. And youíll 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 Ö and shows you the best solutions to the dilemmas marketers typically face when designing, running and interpreting their testing program.


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,,,, 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.

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.

What Will You 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).

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