Taguchi For Advertising

There are so many tools in the marketplace now that are setup to use taguchi arrays for testing advertising. In Sept 2004, there were 2 known tools there are a dozen specific to marketing and advertising testing.

Remember, tools (especially software) are leverage that handle functions and calculations.

Tools do not replace the human creativity, experience and the sensibility that comes by doing.

Here's an analogy the holds true... A hammer can be used to build a house or it can be used to build a birdhouse. Same hammer: different result. Used by a skilled craftsman and great things can be accomplished. Used by a novice poor results will be the end product.

Using Taguchi Arrays for advertising is deceptively simple to do at first. But remember the first rule for testing - garbage in : garbage out. If you don't know how to design the components that go into your array you will get mediocre results at best.

So be careful.

Using taguchi tools for optimizing your advertising is a good move, if and only if, you have enough traffic to support the creatives that your audience will view. AND, your profitability can support the rigor of the testing.

Believe me when I say that this testing method is a true competitive advantage in any advertising test situation.

Best Regards,

David Bullock
Using Taguchi Arrays for Advertising