Does MVT Multivariate Multivariable Taguchi Testing Work
Does MVT taguchi testing for advertising and marketing experiments really work? I have been asked that question by so many over the last several months.
This was for a reason. I have spent that last several months gathering data, testing and refining the method for using MVT for advertising and marketing. So much to learn. There are at least four different disciplines required to make this all work. Most don't have the basic four required:
To apply MVT to marketing is not straightforward at all. In fact, all of the notions that you may have about testing, test design will have to be disregarded.
Nevertheless, I have data now with actual experiments that I have completed where I am seeing 3x increases (relative to the control) within the test battery.
I have tests that I have been monitoring and running for 11 months now. Still holding in competitve marketplaces for months.
Now that is impossible for most to grasp...but it is true.
I have been able to apply this method to several media: email, webpages, landing pages even telemarketing.
There is so much more to this than the matrix. The matrix itself is a tool to verifiy and give structure to the experiment. Don't get hung up on the martix
The tools that have been developed allow me to look into the ad itself and see what is it doing in the environment.
This is a true gift. To truly understand how this works allows me to drop into any marketplace and create a profitable situation via advertisement and promotion.
No gimmicks or hype just art and science combined.
So depending who you ask...Taguchi Testing for marketing and advertising does not work.
But for me I am seeing pass throughs for ad that go from 2.81% to 9.05% and hold.
I have seen promotions go from 10% to 51%.
I have seen pass throughs to landing pages increase and hold at 35%.
I have seen noisey experiments increase 15% in just a few days.
This is all about the numbers and the numbers don't lie.
Either the experiment made money or it didn't. There is no in between.
So don't accept the smoke mirrors and hype that is in the marketplace today.
Ask for data...
Best Regards,
David Bullock
Advertising Optimization
http://www.results-squared.com
This was for a reason. I have spent that last several months gathering data, testing and refining the method for using MVT for advertising and marketing. So much to learn. There are at least four different disciplines required to make this all work. Most don't have the basic four required:
- Engineering
- System Analysis
- Direct Response Advertising Design Theory
- Copywriting Theory and Design
To apply MVT to marketing is not straightforward at all. In fact, all of the notions that you may have about testing, test design will have to be disregarded.
Nevertheless, I have data now with actual experiments that I have completed where I am seeing 3x increases (relative to the control) within the test battery.
I have tests that I have been monitoring and running for 11 months now. Still holding in competitve marketplaces for months.
Now that is impossible for most to grasp...but it is true.
I have been able to apply this method to several media: email, webpages, landing pages even telemarketing.
There is so much more to this than the matrix. The matrix itself is a tool to verifiy and give structure to the experiment. Don't get hung up on the martix
The tools that have been developed allow me to look into the ad itself and see what is it doing in the environment.
This is a true gift. To truly understand how this works allows me to drop into any marketplace and create a profitable situation via advertisement and promotion.
No gimmicks or hype just art and science combined.
So depending who you ask...Taguchi Testing for marketing and advertising does not work.
But for me I am seeing pass throughs for ad that go from 2.81% to 9.05% and hold.
I have seen promotions go from 10% to 51%.
I have seen pass throughs to landing pages increase and hold at 35%.
I have seen noisey experiments increase 15% in just a few days.
This is all about the numbers and the numbers don't lie.
Either the experiment made money or it didn't. There is no in between.
So don't accept the smoke mirrors and hype that is in the marketplace today.
Ask for data...
Best Regards,
David Bullock
Advertising Optimization
http://www.results-squared.com
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