Running the analysis

  1. To obtain a control package test, from the menus choose:

    Direct Marketing > Choose Technique

    Figure 1. Direct Marketing dialog
    Direct Marketing dialog
  2. Select Compare effectiveness of campaigns (Control Package Test) and click Continue.
    Figure 2. Control Package Test, Fields tab
    Control Package Test, Fields tab
  3. For Campaign Field, select Control Package.
  4. For Effectiveness Response Field, select Responded to test offer.
  5. Select Reply.
  6. For Positive response value, select Yes from the drop-down list. A value of 1 is displayed in the text field because "Yes" is actually a value label associated with a recorded value of 1. (If the positive response value doesn't have a defined value label, you can just enter the value in the text field.)

    A new field is automatically created, in which 1 represents positive responses and 0 represents negative responses, and the analysis is performed on the new field. You can override the default name and label and provide your own. For this example, we'll use the field name already provided.

  7. Click Run to run the procedure.

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