Getting the Most Out of Testing in Direct/Internet Marketing
Duration: 1 half-day session CEU: 0.3
Presented by Goutam Chakraborty, Ph.D., professor of marketing at Oklahoma State University
The focus of this lecture is on one of the most important advantages that direct marketers have over traditional marketers: their ability to test and fine-tune almost any aspect of their marketing mix.
Learn how to
- use basic principles of experimental design (testing), including control and randomization in the context of Direct/Internet marketing and SAS Enterprise Guide
- use factorial design, analyze data from such designs, and make appropriate business decisions
- use principles of “blocking” to improve your tests.
Who should attend
Marketers, business managers, and business analystsCourse 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 meet the general system requirements.