Experimental design on the front lines of marketing: Testing new ideas to increase direct mail sales

Marketers have recently begun to embrace complex experimental designs for marketing and advertising testing. Full-factorial, fractional-factorial and Plackett-Burman designs have given marketers new statistical tools to increase the speed, power, and profitability of their testing programs. This case study shows how well constructed and managed experimental designs offer marketing professionals clear, bottom-line benefits over common change one variable at-a-time testing techniques. (c) 2006 Elsevier B.V. All rights reserved.