There is no room for random or intuitive actions when it comes to launch a Direct Marketing campaign. Based on leading-edge statistical models, the Test&Learn approach improves drastically (and scientifically) your redemption, in a quick and sustainable way.Read more
- Exclusive assets
- Am I eligible?
You'll always find an excuse to run a Test & Learn campaign.
Optimize the pricing and the features of your value proposition.
Find out the best communication style for your Direct Marketing campaigns.
Optimize your "channel mix" and your commercial pressure.
Identify the best settings for your new product to be launched in the market.
The Test & Learn approach is a fantastic tool to adjust and optimize the attributes of your existing value proposition: pricing, features, packaging,... In fact, if there is a component of your value proposition that you can play with, the Test & Learn approach can optimize it for you. This is particularly helpful when you want to differentiate your offer's characteristics per customer segment, for instance.
Among the multiple usages of Test & Learn, one of the most important is the ability to identify the best way to communicate your value proposition to your customers: format, channel, layout, message, phone script, promotion, ... The Test & Learn approach helps you find the optimal combination for every customer segment, in order to maximize your redemption, revenues and/or profitability - keeping your product or service unchanged.
Is it worth sending a recall to your customers after a first mailing - and, if it is, after how many days? How many mailings per year should you send to this specific customer segment? Should I call first then send a mailing, or the opposite? This kind of questions, that every Marketing Manager knows extremely well, barely find an answer with traditional approaches. Test & Learn is a fantastic tool that can give you an objective vision of your profitability associated to each of these situations. Just test, you'll learn a lot.
The Test & Learn approach is also very useful when you want to identify the best attributes for a new product or service before you launch it on the market. Your focus groups or qualitative surveys may end up with some misleading conclusions, depending on your customers' honesty... But relax, the Test & Learn will never lie.
Test & Learn is all about Direct Marketing performance.
Increase redemption, revenues and profitibality of DM campaigns.Test & Learn will increase significantly the performance of your business through outstanding Direct Marketing campaigns. The approach will help you maximize the indicators that best suit your strategic objectives: redemption (if you're hunting for clients), revenues (if you're hunting for volumes) and/or profitability (if you're hunting for successful cost-effective campaigns).
Bring a new dynamic culture.By switching from a rigid approach (eg. "champion challenger") to a permanent test dynamic on every single dimension of the value proposition's characteristics, the Test & Learn dynamic brings a new culture in the way offers are built and advertised through Direct Marketing. Your DM team will look gorgeous!
Optimize CRM competences.By developping more precise and reliable decisional tools and by increasing significantly your customer knowledge, the Test & Learn approach will enhance your CRM and datamining capabilities. Your CRM team will immediatly see the benefits of the approach, and could become a best practice pretty soon.
Test & Learn gives better results than other traditional approaches, for a lower investment cost.
Test & Learn is objective.Asking directly your customers what kind of product, pricing and communication they tend to prefer is like wondering if a sunny weather is better than a thunderstorm for a tourist on the beach. Unlike usual survey processes (opinion polls, focus groups, ...), the Test & Learn approach brings a fully objective answer to questions about the actual impact of an attribute variation for a specific value proposition. Your customers will not tell you what they would like or not: they will really ACT.
Test & Learn is precise.The "intuitive" impacts of an attribute variation are quantified in a very precise way and allow to assess the actual profitability of a specific initiative or feature: a follow-up phone or mail has certainly a positive impact on return rate... but is the increase actually sufficient to justify the additional cost?
Test & Learn is breakthrough.Test & Learn approach gives a clear answer to a number of "non intuitive" impacts (eg. is it better to send the mailing in a red or blue enveloppe?), and can even highlight some interesting counter-intuitive impacts (eg. negative impact of an excessively attractive promotion).
Am I eligible?
You do Direct Marketing. You can do Test & Learn.
No matter your business field.Players from many different industries already implemented successfully a Test & Learn dynamic, that they leverage in every single Direct Marketing campaign: financial services, telco, retailers, travel agencies, ...
No matter your target.The Test & Learn methodology can be applied on existing clients or prospects, on individuals or corporate customers. Volume is the only requirement - but you can enjoy Test & Learn benefits with less than 10.000 stimuli if your average redemption is already high enough.
No matter the contact channel.You can launch a Test & Learn campaign via mailing, email, outbound call, text or any other contact point with your customers. You can even consider the channel as one of the attributes to be tested, in order to optimize your channel mix.
No matter your resources.Teanler can perform all the technical part for you if you can't or don't want to develop the methodology in-house. But if you already use some statistical software for other purposes, implementing the Test & Learn models in your systems could also be a relevant option.