Design of Experiments for Direct Marketing

Duration: 3.0 days CEU: 1.8

This course teaches you how to design marketing experiments with more than one factor and how to maximize the information that is gleaned from a marketing campaign.

Learn how to

determine the appropriate sample size for your tests
build efficient experimental designs that generate as much information as possible for minimum cost
identify challenges associated with analyzing experimental designs
test as many factors as possible in a given campaign
apply well-known experimental design practices to direct marketing efforts.

Who should attend

Business analysts and market researchers

Prerequisites

Before attending this course, you should have completed the Statistics II: ANOVA and Regression course or equivalent training and experience with regression models.

Course Contents

Introduction to Direct Marketing

experimenting in direct marketing
power and sample size

Testing with Two or More Factors

two factors, each at two levels
multiple factor designs

Improving Design Efficiency

blocking
analysis with covariates

Orthogonality

too many treatments
fractional factorials and orthogonal arrays
optimal design and efficiency
power and sample size revisited
augmenting and customizing designs

Software Addressed

This course addresses the following software product(s): SAS/STAT, SAS/QC, SAS/GRAPH. If your location does not have SAS/IML sotware, you can still benefit from this course.

Classroom Course Materials

Students receive a hardcopy of the course notes and, in some courses, can choose to take home a copy of the course data.

Live Web Course Materials

Students attend Live Web classes using a Web browser and a telephone and interact with their instructor and fellow classmates in real time. Each student receives an e-mail with instructions on how to join the class three business days before the class begins. The instructions e-mail includes a link to download the course materials, including the exercise files. Students need to download and print the course materials prior to class.

System Requirements

For Live Web, you must

review and follow the general system requirements.
complete the course exercises through our virtual lab. The virtual lab allows you to access the software used in class over the Internet, so that you do not need this software on your local machine.
run this test to connect to a virtual lab session. If firewall problems prevent you from connecting to the virtual lab, then you will need the following software installed and configured in your environment to participate in the course exercises:
- Base SAS 9.2 or 9.1.3 on a Windows operating system or SAS Learning Edition.
  Important: Students using SAS Learning Edition will need to create a shortcut to the SAS windowing environment (SAS Explorer, Enhanced Editor, Log, and Output windows) for use during the class. Follow these instructions for creating a shortcut to SAS prior to class.

Registration

To register for this course in the US, call 800-333-7660 or visit support.sas.com/training. This course is also available for on-site training, or you can create a custom course by combining material from several courses. For more details, contact SAS Education in Cary, NC at 919-531-7321 or send e-mail to training@sas.com.