The Scientific Marketer

On control groups, lift, direct marketing and analytics . . . mainly

26 June 2007

The Two Controls

Do you want the good news or the bad news? The good. Our mailing worked! (Graph showing a purchase rate 2.2% higher for mailed customers than non-mailed controls.) Terrific! Targeting mostly men was a stroke of genius! Er . . . did I say there was bad news too? It worked better for women. (Graph showing 2.1% incremental response rate (uplift) for men against 3.9% for women.)

Labels: cartoon, controls, response, targeting, uplift

posted by njr at 13:16 PERMALINK

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