Multivariable Market Testing : Important Lessons
Wait until the taguchi marketing test is complete. I was rushed by a client to stop a test and draw the line BEFORE the test was truly over.
Within minutes two more sales came in and completely chagned the configuration of the optimized ad. Note...the key here is stabilization of the ad. When it is done it is done. And no more events can be counted. Unless I am in a situation where it is costing significant amounts of money to test. Let the test run until it is over.
No matter I was still able to achieve a 2.7x increase over the baseline advertising perfomance. Not bad for a 24 hour test. In fact, the winning ad is still performing at that level now.
I am not able to find any documentation concerning stabilization. But I am finding that this a practice that is very powerful in the evaluation of ads in the marketplace.
Take Care,
David Bullock
Sr. Advertising Optimization Specialist
www.results-squared.com
Within minutes two more sales came in and completely chagned the configuration of the optimized ad. Note...the key here is stabilization of the ad. When it is done it is done. And no more events can be counted. Unless I am in a situation where it is costing significant amounts of money to test. Let the test run until it is over.
No matter I was still able to achieve a 2.7x increase over the baseline advertising perfomance. Not bad for a 24 hour test. In fact, the winning ad is still performing at that level now.
I am not able to find any documentation concerning stabilization. But I am finding that this a practice that is very powerful in the evaluation of ads in the marketplace.
Take Care,
David Bullock
Sr. Advertising Optimization Specialist
www.results-squared.com
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