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Saturday, 26 July 2008
 
 

Testing - the Most Effective Tool for Database Marketing

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Testing - the Most Effective Tool for Database Marketing

Each marketing campaign plan should be tested on a smaller group of Customers, before being deployed. Based on the results of the test campaign, the marketing campaign can be reshaped to achieve better results. Testing is essential in every campaign, given that the business environment changes dynamically. Nothing should be taken for granted. Testing can be used not only for the estimation of short term response rates and marketing campaign ROI, but also to monitor the medium term effect (e.g. one year) of a campaign.
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