Control package test

This technique compares marketing campaigns to see if there is a significant difference in effectiveness for different packages or offers. Campaign effectiveness is measured by responses.

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For example, The direct marketing division of a company wants to see if a new package design will generate more positive responses than the existing package. So they send out a test mailing to determine if the new package generates a significantly higher positive response rate. The test mailing consists of a control group that receives the existing package and a test group that receives the new package design. The results for the two groups are then compared to see if there is a significant difference.

This information is collected in dmdata.sav. See the topic Sample Files for more information.

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