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CASE STUDY: PREDICTIVE MARKETING QUADRUPLES SALES OF MARKET RESEARCH REPORTS
The Situation
A market research firm had just completed a new report on the rapidly growing nanotechnology market, their first product in the category. Because of
the wide ranging impact of nanotechnology, the firm expected that the market for the product would range well beyond their traditional set of
customers and prospects.
The Challenge
The firm knew that selling a new product in a new market would require some experimentation and finetuning. They decided to employ a test and
learn strategy in order to determine the best approach to selling this new report.
Two main approaches to testing were considered. The Subject Line New! Nanotechnology Market Research Report
first was simple A/B testing, which involved sideby 0.72%
side testing of two alternate approaches. The advantage
of A/B testing was that it is very simple conceptually, Nanotechnology Market to Grow 40%
and does not require much statistical know how to 0.00%
conduct and interpret the results. The disadvantage of
A/B testing, however, was that the firm wanted to test Salutation Dear Colleague
many different approaches to selling the report via 0.00%
email. The firm wanted to test two subject lines, two
offers, three salutations, three primary benefits, and two Dear (First Name)
calls to action. This meant that to test all of these 0.87%
variations, they would have needed 72 test cells (2 x 2 x
3 x 3 x 2) plus a control cell. This would have required Dear Mr./Ms. (Last Name)
a much larger number of email addresses than they had 0.63%
available, and required additional addresses to be rented
at a considerable cost. Offer Order Today – Save $500
0.84%
The second approach is called multivariate testing, in
which more than two variables are tested at a time. This
Order Today – Save 10%
approach requires more statistical knowhow, but
0.00%
provides a way to test all of the alternatives more
quickly and cost effectively.
Featured Benefit Industry profile of various key and emerging
Predictive marketing helped the firm structure the best countries including the US, Japan, China, India, 0.17%
Russia, and Brazil
way to test all of the alternatives. This structure, called
an experimental design, was carefully constructed to Learn about emerging growth markets creating
minimize the amount of testing needed, while new product opportunities 0.68%
maximizing the amount of information that could be
learned through the test. Instead of having to test all 72 Study of factors that may inhibit growth in global
combinations, an experimental design was developed so market 0.00%
that only 16 combinations had to be tested.
Call to Action Follow link to order report
The data from the test was analyzed using a statistical 0.52%
technique known as logistic regression. Using this
technique, the performance of all of the 72 Call our representative to order
combinations could be predicted. The firm discovered 0.00%
that the optimal combination of the email elements
generated more than four times the response of the
Best Response Worst Response
worst combination. The details are summarized in the
accompanying table. Subject Line New! Nanotechnology Market Research Report Nanotechnology Market to Grow
40%
The Results Salutation Dear (First Name) Dear Colleague
The benefits from the test extended beyond the email Offer Order Today – Save $500 Order Today – Save 10%
campaign. The direct mail pieces and the telemarketing Featured Benefit Learn about emerging growth markets creating Study of factors that may inhibit
scripts were developed after the test and incorporated new product opportunities growth in global market
the information obtained to optimize those approaches Call to Action Follow link to order report Call our representative to order
as well. Overall, the test provided the foundation for the
Response Rate 4.83% 1.20%
marketing campaign and helped the report become the
most profitable in the firm’s history.
The best combination is more than 4 times more effective than the worst.
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